With just 5 questions, this book can, with an 80% accuracy rate, tell you which of your brands has the greatest potential to expand. The book combines science (the LASSO algorithm) with personal anecdotes from rockstar CEOs who overcame every conceivable roadblock to create five-star brand extensions. The result? A compelling view of brand expansion techniques no brand steward should miss.
This is the audiobook of Expand, Grow, Thrive: 5 Proven Steps to Turn Good Brands Into Global Brands Through the Lasso Method. To purchase the hardcover version, please visit Amazon.
How did the licensing industry originate and grow to be a $300 billion global industry? And how are the best-in-class brands today utilizing licensing to enhance their consumers’ brand experience?
Using powerful storytelling and unique access to the personal perspectives of top-flight marketers who have developed truly world-class business growth programs, I show how successful marketers have extended and expanded their brands and the challenges they have had to overcome along the way.
I co-created, with Mark Di Somma, LASSO, a multifaceted model that offers simple, accessible and effective ways for marketers to get their heads around the desired attributes of highly successful growth programs. Utilizing 5 proven steps and a dynamic algorithm, marketers can measure whether their brands are under- or optimally expanded, empowering them to take decisive action.
With insightful advice, anecdotes and tips from leading brand licensing professionals, senior marketers and inspiring individuals covering household names like Coca-Cola and Disney, Expand, Grow, Thrive offers a measured and proven “Think Big, Get Big” framework to truly help your brand first expand, then grow successfully, and ultimately thrive.
This guide answers just about every question you, as a manufacturer or licensee, might have about finding prospective brands, winning, and profitably running a licensing program.
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A brand strategy serves as the foundation for your product, your business, and your story. Without a foundation, one opportunity becomes indistinguishable from the next. This means that every opportunity must be pursued.
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By finding out who we are, why we exist and what we are meant to do, we become a brand that is alive. When we have a story to tell, a purpose to convey and a target to engage, we become worthwhile to our customers. That's when the real adventure begins!
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