Description

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In this call-to-arms for marketers struggling to hit their growth targets, brand licensing expert Pete Canalichio explores what needs to be done to consistently and sustainably convert consumer interest into passion, into must-have, and into must-have-more. The result is the LASSO model: a five-step process to turn good brands into global brands.

About the Author

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Pete Canalichio is a brand expansion and licensing strategist with over 25 years of business experience. Having worked in brand licensing for close to 20 years, he is considered an expert on the subject and is repeatedly asked to speak at branding and licensing conferences and leading business schools globally. Before starting his business career, Pete attended the U.S. Naval Academy where he earned a BS in physics. He served in the Navy as an aviator honing his leadership and decision-making skills as commander of a large multi-engine aircraft and 12-member crew during the height of Cold War tensions. Clear-headed and decisive under those extraordinary circumstances, he has applied that same leadership style to every challenge and opportunity he has faced in a distinguished career with such firms as Coca-Cola, Newell Rubbermaid and most recently, Licensing Brands, a business that he founded in 2009. Pete began his branding and licensing career at Coca-Cola where he executed multiple programs in support of the Olympic Games, FIFA World Cup and NASCAR. Recruited to Newell Rubbermaid, Pete oversaw Rubbermaid's global licensing program. For his contributions, Pete received the MVP Award. Pete earned his MBA from the University of North Carolina Kenan-Flagler Business School where he was a Richard H. Jenrette fellow and salutatorian. Throughout his career, Pete has operated in the global arena, having worked in more than 40 countries and managed extensive projects across national and continental borders.