Pete Canalichio - Expand, Grow, Thrive

EXPAND, GROW, THRIVE

5 Proven Steps to Turn Good Brands into Global Brands through the LASSO Method

Are you looking for a way to better manage and grow your brands equity? Then you need to read Expand, Grow, Thrive! Its proprietary LASSO framework provides fresh strategic insights for managing your brand equity through licensing globally.

Christine Cool, Licensing Manager for PMV Group, makers of Chupa Chups.

Expand, Grow, Thrive is the first of its kind to finally tell the story of how brands expand through licensing.

The book not only shares wonderful examples of how our most loved brands such as Coca-Cola, the NFL, and Star Wars make their way into our homes and into our lives, it also offers a powerful methodology for how to ensure they keep doing so. This book is perfect for anyone interested in knowing how brands expand and grow or simply wanting to know how the brand licensing industry works.

Jamie Stevens, EVP, Worldwide Consumer Products, Sony Pictures Entertainment

Study it carefully if you want to succeed.

Pete Canalichios book provides a definitive framework which unlocks the riddle of profitable growth, brands, and licensing, with clear prescriptions and vivid examples.

Jeff Lotman, CEO and Founder of the premiere brand licensing agency Global Icons

Ive heard it said that when the student is ready, the teacher appears. After a reading of Pete Canalichios Expand, Grow, Thrive, I now know that nothing could be more true. As founder of a grassroots start-up brand, I think that Canalichios methodology of brand building fundamentals is likely not only a must-read for the big-guy, household brand names, but also an essential educational guide for the small guys with big ideas. If you need to put some guard rails up on your road to licensing success, I highly recommend this book.

Warren G. Tracy, President and CEO of The Busted Knuckle Garage

The information in Expand, Grow, Thrive is incredibly useful. When I oversaw Cokes brand licensing operations in the late 1990s there was no external resource to explain how the industry worked or how we could use licensing to delight our consumers and grow our brands. This book finally unlocks the mystery and offers a powerful LASSO framework to guide brand owners and their licensees.

Tom McGuire, Founder and Managing Partner, Talent Growth Advisors and former Vice President, The Coca-Cola Company

Petes sagacity and organizational leadership throughout these pages will not only engage and inspire leaders to a visionary level, but provide a host of pragmatic expansion and growth strategies to implement, to thrive, and drive with, for years to come. Leaders committed to their own development as well as the success of their organizations must read and share this inspiring leadership book.

Peter Weedfald, SVP Sales & Marketing, Sharp Electronics Marketing Company of America

In Expand, Grow, Thrive, brand building professionals from the associate brand manager to the senior marketing executive will find valuable insights for building more dynamic and sustainable brand growth. Through many entertaining, real-world examples faced by brand developers around the world, this book provides not only the lessons learned but the systems and approaches to enable others to benefit from them in their own work. In the LASSO method, the reader has a tool that serves as a powerful and proven structure for evaluating brand development choices whether you are a global brand or simply aspiring to become one.

Nat Milburn, Managing Director, Sionic Mobile Corporation and former Global Vice President, External Business Development, Newell Rubbermaid

This is an excellent book chock full of practical advice and information for professionals wanting to expand their knowledge of the brand licensing industry. Expand, Grow, Thrive provides a solid basis of brand licensing coupled with deep insights and real life how to examples. Fun anecdotes as well made for an enjoyable read. I must say I found myself taking notes throughout the book to reference later.

Maura Regan, Executive Vice President, Licensing Industry Merchandisers Association (LIMA) and former SVP and General Manager, International Media Business, Sesame Workshop

EXPAND, GROW, THRIVE

5 Proven Steps to Turn Good Brands into Global Brands through the LASSO Method

BY

PETE CANALICHIO

United Kingdom North America Japan
India Malaysia China

Emerald Publishing Limited

Howard House, Wagon Lane, Bingley BD16 1WA, UK

First edition 2018

Copyright 2018 Emerald Publishing Limited

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No part of this book may be reproduced, stored in a retrieval system, transmitted in any form or by any means electronic, mechanical, photocopying, recording or otherwise without either the prior written permission of the publisher or a licence permitting restricted copying issued in the UK by The Copyright Licensing Agency and in the USA by The Copyright Clearance Center. Any opinions expressed in the chapters are those of the authors. Whilst Emerald makes every effort to ensure the quality and accuracy of its content, Emerald makes no representation implied or otherwise, as to the chapters suitability and application and disclaims any warranties, express or implied, to their use.

British Library Cataloguing in Publication Data

A catalogue record for this book is available from the British Library

ISBN: 978-1-78743-782-1 (Print)

ISBN: 978-1-78743-781-4 (Online)

ISBN: 978-1-78743-975-7 (Epub)

To my dear friend, greatest contributor, and LASSO Model co-creator,

Mark Di Somma

We started this collaboration almost three years ago in Miami. We had a dream of sharing with the world the story of how great brands build equity, reach, and revenue by partnering with great organizations. We also dreamed of creating a tool that brand owners could use to measure their brands expansion optimality.

Well, we did it. Together.

Thank you for your insights, encouragement, and support. I couldnt have done it without you. For this, Ill forever be grateful.