Happy Sailing Mickey Mouse

It's a lovely summer day, and Mickey and Minnie Mouse want nothing more than to enjoy a nice, easy boat ride. But when they climb aboard a rowboat, a startled squirrel jumps into their boat, scaring Mickey and Minnie and causing them to topple into the water! They hop aboard Donald Duck's speedboat, but they get stranded in the water. Nothing seems to be going right! Can Mickey and Minnie manage to stay dry long enough to enjoy a nice, easy boat ride, or will their perfect summer day be ruined?

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.