Index

Citation

Canalichio, P. (2018), "Index", Expand, Grow, Thrive, Emerald Publishing Limited, Leeds, pp. 295-311. https://doi.org/10.1108/978-1-78743-781-420181014

Publisher

:

Emerald Publishing Limited

Copyright © 2018 Emerald Publishing Limited

---

INDEX

Aaker, David

, xxi–xxii, 80

Ability

, 68–69, 74, 77, 109, 288–289

Ace Branded Products out of Milwaukee

, 165

ACS. See American Cancer Society (ACS)

Action-figure licensing program

, 59

Addictive brands

, xxix–xxx, 55, 58, 65, 72, 75, 158, 235, 262–264

ability

, 68–69

action-figure licensing program

, 59–60

album

, 67–68

authentic storytelling

, 64–65

box office revenues

, 60–61

brand as addictive as NFL

, 161

characters

, 158

event films

, 65–66

exertion

, 55–56

extending or expanding brand

, 156

licensable characters

, 61–63

licensing programs

, 58–59

Mind Candy

, 66–67

NFL business

, 159

power of

, 58

quality

, 70–72

superhero characters

, 63–64

Addictive element

, 217

Addictive quality

, 70–71

Adidas

, 126

Adner, Ron

, 85

Adobe

, 140

Advertising

, 293

Agency finding

, 212–214

Agents and consultants

, 206, 210–211

Agreement between experts

, 281–283

Air New Zealand

, 127

Algorithm evaluation

, 283–284

Alibaba

, 243, 244, 250, 253, 254

“Alien Con”

, 255–256

Amazon

, 101, 123, 136, 250

American Cancer Society (ACS)

, 134

Americans, The (series)

, 79

Aminco

, 8, 10

Amuro, Namie

, 67

“Ancient Aliens”

, 255–256

Anpanman

, 222–223

Apple

, 83, 108, 117, 124, 129, 171, 193, 205

acquisitions

, 129

views IP as cornerstone of both ownership and expansion

, 129–130

Apple Care

, 25

Apple Music

, 25

Apple Pay

, 25

App Store

, 25

AR. See Augmented reality (AR)

Artificial neural networks

, 293

Audience Expansion (EA)

, 103

Augmented reality (AR)

, 56, 255

Automated brand self-evaluation algorithm

, 277

Availability

, 56

Avatar (film)

, 81

Avengers, The (film)

, 62, 236

Award winning product

, 207–208

B2B brands

, 83, 108

B2C brands

, 83, 108

Babin, Jean-Christophe

, 43, 234

Ball, Matthew

, 65

Bang & Olsen

, 103

Barnes & Noble

, 250

Batida de Coco

, 127

Batman (character)

, 63, 81

“Beatles Breath”

, 222

Beats Electronics

, 129

Beaupre, Kenneth

, 36

Bell-curve of popularity

, 21

Ben Hur (film)

, 43

Berger, Jonah

, 17

Better Homes

, 42–43, 173, 181

Bhasin cites

, 127

Bhasin, Hitesh

, 126

Big not-for-profit programs

, 134

Binary classification

, 151, 279

“Blockage points”

, 16

Bornstein, Steve

, 256–257

“Boxes”

, 140

Boy Scouts of America (BSA)

, 135

Brand(s)

, xxv, 21–22, 90, 91, 115, 117, 120, 124, 133–134

addictive brand

, xxix–xxx

additions

, 138

competitive advantage, license working to

, 204–206

consumers relationships with

, 38–39

diversification

, 46

enhancement in licensed category

, 207

equity

, 141

exertion

, 55–56

expansion point

, xxix

expansion riddle

, xv–xxviii

globalization

, 97–98

Graco brand

, 167

growth

, 35

implications for

, 23

lateral brand

, xxviii–xxix

license-able

, 174–176

using licensing

, 42

licensing strategists

, 45–49

loyalty of generations

, 24

motivations for connecting people

, 30

MSP brands

, 117

own-ability

, xxxiii–xxxv

using ownership structures and brand structures

, 139

protection

, 141, 167

scalability

, xxxii–xxxiii

scorecard

, 192–194

sort of

, 177–178

storied brand

, xxx–xxxi

strategy

, 141, 167

support

, 210

tweaking

, 122

valuation

, 141, 167

Brand ambassadors

, 251–252

BRANDchild

, 117

Brand expansion

, 36, 40, 41

ownership models and implications for

, 120

Brand extension

, 34–36, 277–278, 284

reasons for failure

, 35

Branding hierarchy

, 175

Brand licensing

, xxi–xxiii, 97, 181, 183

business planning

, 191–192

contract negotiation

, 188

due diligence, conducting

, 187

goal

, 170

licensing opportunity

, 187–188

orientation

, 188–191

play area identification

, 183–184

prospect licensees

, 186

winning process

, 184–186

Brand Licensing Expert

, 212

Brand optimization

agreement between experts

, 154

algorithm evaluation

, 154–172

data collection

, 147–150

LASSO model

, 145–147

model selection

, 151–154

Brand owners, key responsibility for

, 139

“Brands before Revenue”

, 168, 169

“Bring it! Live”

, 255–256

Bring-to-market cost

, xxii

Brooklyn Dodger

, 89–90

Brown Shoe Company

, 218

BSA. See Boy Scouts of America (BSA)

Buick

, 104

Bulgari firm

, 43, 44

Burrous III, Clayton

, 162

Burton, Katherine

, 109

Busch, Adolphus

, 218

Business

analytics

, 293

planning

, 191–192

unit

, 200

Busted Knuckle Garage

, 164–165

“Buster Brown”

, 218

Cadillac

, 104

Cafepress. com

, 136

CAGR. See Compounded Annual Growth Rate (CAGR)

Caldbeck, Ryan

, 124

Canadian brand Jones Soda

, 118

Capability

, 30

Capron, Laurence

, xv, xx, 133

Captain America

, 62

Captain Marvel

, 63

Carlos Saavedra

, 257

Cartoon Network (CN)

, 256

Category extension. See Brand expansion

Caterpillar

, 36–37, 173

Catwoman (character)

, 63

Certainty

, 101

Challenger brands

, 107

Cheetah Mobile

, 107

Chevrolet

, 105

China, e-Commerce marketplace in

, 254

China’s Black Friday

, 254

Chupa Chups

, 78

Circuit City

, 170

Cisco

, 119, 124

Clark, Sir Tim

, 101–102

CLC. See Collegiate Licensing Company (CLC)

CN. See Cartoon Network (CN)

Co-branding types

, 126–127

Co-innovation

, 91

Co-ventures

, 127, 128

Coca-Cola Company

, 18, 128, 133, 137, 139, 213, 238

Coca-Cola lapel pins

, 173

Coca-Cola Pin Trading Center

, 2–4, 9–10

Coca-Cola Shoes

, xxxii

Coherence

, 101, 138

Cohesion

, 21

Coke. See Coca-Cola Company

Collegiate Licensing Company (CLC)

, 229–230

Collins, Jim

, xvii

Community

, 30

Compounded Annual Growth Rate (CAGR)

, 248

Connective economy

, 22, 27

cater to customers across their lives

, 27–28

implications for brands

, 23

income source

, 25–27

loyalty of generations

, 24

motivations for connecting people

, 30

quick action

, 28–31

success in

, 29

Consolidation of capacity

, 123

Consumer packaged goods companies (CPGs)

, 124

Consumer products business

, 61

Consumers

, xxv

Consumers’ relationships with brands

, 38–39

Contagious: Why Ideas Catch On (Berger)

, 17

Contarsy, Elise

, 42

Continuity

, 30

Contract negotiation

, 188

Cool, Christine

, 78, 242

Cooney, Joan Ganz

, 223

Cooperstown Collection

, 90

Corporate Trademark licensing

, 237–244

Cost/benefit analysis

, 184

CPGs. See Consumer packaged goods companies (CPGs)

Credit and Financial Services (C&FS)

, xxxiii

Cremissimo ice cream line

, 127

Crocs

, 47–48

Cross-validation

, 153, 154, 280, 283

CrossFit, Inc.

, 140

Cult brands

, 107

Curiosity

, 30, 56, 69

Curve, The (Lovell)

, 26

Customers

, xv

Dali, Salvador

, 78

Data collection

, 278

DC Comics. See Detective Comics, Inc.

Decision making to license

agents and consultants

, 206, 210–211

brand license-able

, 174–176

brand licensing process

, 183–192

brand scorecard

, 192–194

critical success factors

, 178–182

expectations of licensees

, 206, 209–210

expectations of licensors

, 206, 207–209

finding agency

, 212–214

kinds of licensing arrangements

, 211–212

knowing license time

, 194–197

lessons and advice

, 203–204

licensing revenue

, 214–215

license working to brand’s competitive advantage

, 204–206

licensing

, 173–174

program management

, 202–203

role and importance of licensing agency

, 199–202

selecting categories

, 197–199

sort of brand

, 177–178

See also Licensed brand

de la Mare, Nick

, 13, 14

Dell

, 127

Deloitte

, 29

DePippo, Will

, 189, 203

Detective Comics, Inc.

, 63, 81, 220

Deus ex Machina

, 107

Di Somma, Mark

, xxvii

Digital models

, 117

Disney

, 61, 62, 80, 124, 126, 141

Di Somma, Mark

, 21, 24, 26, 105, 106–108

Diversification

, 46, 105

Donald Duck (character)

, 173

Dorian, Jennifer

, 41

Dubbs, Nicole

, 16

Due diligence

, 184, 185, 187

Dun and Bradstreet

, 186

Dunn, Mike

, 131

Dwyer, Kate

, 239–240

EA. See Audience Expansion (EA)

“Early Bird Certificate package”

, 60

Easterbrook (McDonald’s CEO)

, 122

E-commerce

, 249

Effinger, Anthony

, 109

Ekocycle brand

, 240

Ekstract, Steven

, 57

Electronic Arts FIFA game

, 180

Elvis

, 109

EMI. See Entrepreneur Media, Inc. (EMI)

Emmer, Marc

, xvi

Emotional brand connection

, 207

Empowerment goal

, 145–146

Enhancement

, 138

“Ensembling” technique

, 280

Entertainment

, 68

brands

, 83

Entrepreneur business coaching

, 174

Entrepreneur Coaching

, 182

Entrepreneur Media, Inc. (EMI)

, 182, 269

Excess capacity

, xxiv

Exclusivity

, 30

Execution

, 35

Expanded Universe

, 83

Expansion point

, xxix, 37

Expansion riddle

, xv–xxviii

Experience expansion

, 104

Expert panel

, 278

Extension

, 30

Facebook

, 24, 101, 123, 178, 256

“Fadar”

, 21, 24

Fahrion, Muriel

, 227

Familiarity

, 30, 221

Fantastic Four

, 62

Fashion brands

, 90

Federópticos license

, 225

Ferrari

, 37–39

FIFA World Cup

, 179, 180

Firefox

, 131–132

Flatarchy

, 119

Flat organizations

, 119

Flatter model

, 119

Flintstones (cartoon)

, 221

Fogg Behavior Model

, 68

Fogg, B. J.

, 68

Ford

, 181

Ford F-150 SVT Raptor

, 135

Ford, Harrison

, 59

Foulis, Patrick (Economist’s New York bureau chief)

, 122

Franchise

, 121

brand structured as

, 120

Fresh Market

, 107

Friend, John

, 83, 91

Frost & Sullivan

, 186

Frozen (movie)

, 64

Functional benefit brand connection

, 207

Galasso, Alberto

, 130

Gaming brands

, 83

Gardens brand

, 181

Gardens décor

, 173

Gardens Real Estate

, 42–43

Garnham, Darran

, 26, 66, 177, 178

GE Licensing

, 170

GEN1 Ventures

, 170

General Electric

, xvii

General Foods

, 49

General Motors (GM)

, 105, 181

Gen Z Effect, The

, 22–23

Gershbein, Denise

, 13, 14

Ghost Rider

, 62

G.I. Joe (character)

, 222

Girl Scouts of USA

, 134–135, 219

Gladwell, Malcom

, 17

Glassman, Greg

, 140

Globalization

, 100–102, 245

brands

, 97–98

Global players

, 106

GM. See General Motors (GM)

Godin, Seth

, 77

“Gold-standard”

, 285

dataset of brand evaluations

, 147

Goldner, Brian

, 62

Goodman, Martin

, 61, 221

Good Morning America

, 134

Google

, 24, 101, 131

GoPro

, 127, 128

Gore-Tex with North Face

, 127

Graco brand

, 169–170, 181

Great brand licensing program

, 1, 15

Great Gatsby, The

, 225

Green Lantern

, 63

Grover

, 224

Guardians of the Galaxy (film)

, 62

Guardian, The (film)

, 79–80

Halo effect

, 256

Halo MEGA Blocks franchise

, 70

Hamill, Mark

, 59

Harley-Davidson

, 39, 48

licensing program

, 48–49

Harnoss, Johann

, 99

Harry Potter (film)

, 60, 227–228

Harry Potter and the Philosopher’s Stone (film)

, 230–231

Hasbro

, 232

Hassenfeld, Alan

, 232

Hello Kitty (character)

, 225, 226

Hepburn, Audrey

, 109

High-media-consumption environment

, xxv

Hisense

, 107

HIT Entertainment

, 228

Hoeltje, Oliver

, xxxiii

Holacracy model

, 120

Hooters airline

, 34

Hoovers

, 186

House of Cards, series

, 79

Huckleberry Hound Show (cartoon)

, 221

Hulk

, 62

Human Torch character

, 61

Hunter, Mark

, 26–27

Hybrid presence

, 97

Hyper-awareness

, 56

iCloud

, 25

Iconix

, 251

Idea Channel

, 44

Iger, Robert

, 61

IKEA

, 46

Immediacy

, 30

Income source of brands

, 25–27

Ingredient branding

, 127

Ingress (game)

, 57

Intangible assets

, 173

Intel

, 127

Intellectual property (IP)

, xxvi

Interactivity

, 118

Invivo

, 103

Involvement

, 138

iPad

, 130

iPhone

, 130

iPod

, 205

Iron Man

, 61, 221

iTunes

, 25, 117

Jacadi

, 181

Jackson, Michael

, 109, 110

James Bond

, 60, 227–228

JCPenney

, 181

Jetsons (cartoon)

, 221

Jobs, Steve

, 83

Joint venture co-branding

, 127

Jones, Bill

, 14

Jones, Bryce

, 14

Jones, Dave

, 250–251

Kasznik, Efrat

, 130

Kathy Ireland makeup

, 173

Keldsen, Dan

, 22–23

Kenner Toys

, 59

KFC

, 127

Kilpin, Tim

, 49, 61, 225, 226, 235

Klein, Charles

, 211

Klum, Heidi

, 25

Kmart

, 181

Koulopoulos, Thomas

, 22–23

Lack of creativity

, xxiv

Lack of demand

, 35

La Dolce Vita (film)

, 43

Larkins, Ted

, 67

Lateral, Addictive, Storied, Scalable, and Own-able Model (LASSO Model)

, xxxv, 31, 33–34, 70, 93, 145, 146, 155, 172, 217, 242, 286

accuracy and real-world relevance

, 150

agreement between experts

, 281–283

algorithm evaluation

, 154–172, 283–284

brand extension

, 147, 277–278

data collection

, 278

development

, 147

elements of LASSO scoring framework

, 146–147

evaluation questions and scoring kit

, 261–275

high level of agreement in LASSO scoring metrics

, 154

lateral aspect

, 34

model selection

, 278–281

Q&A

, 285–294

Lateral brand

, xxviii–xxix, 33–34, 155–156, 235

brand expansion

, 36, 40, 41

brand extension

, 34–41

brand growth

, 35, 156

brand needs expansion point

, 156

expansion point

, 37

lateral category

, 157

licensing

, 42–50

Newell Brands

, 157

Lateral element

, 217

Lavazza Latte Macchiato (Italian coffee maker)

, 127

Leadership

, 138

LEGO

, xviii–xix, 71, 102, 126

LES

, 212

Lesser, Rich

, 99

Licensable characters

, 61–62, 63

License-able brand

, 174–176, 192

Licensed brand

addictive

, 235

“Buster Brown”

, 218

CLC

, 229–230

Corporate Trademark licensing

, 237–244

Federópticos license

, 225

HIT Entertainment

, 228, 231

LASSO structure

, 234–235

Licensing Corporation of America

, 220

LIMA

, 233–234

Marvel Comics

, 221

minecraft

, 65

NFL

, iii, xii, 87, 149, 159, 160, 173, 193, 222, 228, 257, 278

NFL Properties

, 222

NFLPA

, 87, 148

Pooh character

, 219

practice of granting rights in exchange for payment of “royalties”

, 217–218

social expression brand

, 226

See also Decision making to license

Licensed Superman merchandise

, 63, 220

Licensees expectations

, 206, 209–210

License working to brand’s competitive advantage

, 204–206

Licensing

, 173–174

agency

, 199–202

application

, 187

arrangements kinds

, 211–212

critical success factors for

, 178–182

opportunity

, 187–188

selecting categories for

, 197–199

See also Decision making to license

Licensing Corporation of America

, 220

Licensing Executives Society

, 212

Licensing Industry and Merchandisers’ Association (LIMA)

, 212, 233, 234

Licensing Journal, Licensing Letter, License Global!, and Total Licensing

, 212

Licensing Letter, The

, 62

Licensors

expectations

, 206, 207–209

Light, Larry

, 101

LIMA. See Licensing Industry and Merchandisers’ Association (LIMA)

Lindstrom, Martin

, xxxiii–xxxiv

Line extension. See Brand extension

LinkedIn Group

, 212

Lippincott, Charlie

, 59

Logistic regression

, 292

Loomis, Bernard

, 59

Looney Tunes (cartoon)

, 62–63, 220

Lord of the Rings (film)

, 81

Loss of trust

, xxiv

Lotman, Jeff

, 145

Lovell, Nicholas

, 26

Lowell Toy Corporation, The

, 222

Lucas, George

, 58, 59, 84, 227

Lukas, Amy

, xxvi

M&A. See Mergers and acquisitions (M&A)

Mac Cosmetics

, 126

Machine learning

, 292

Major League Baseball Properties (MLBP)

, 222, 228

Major League Gaming (MLG)

, 256

Activision Blizzard

, 257

Marketing support

, 210

Marriott International

, 125

Martha & Marley Spoon

, 253

Marvel Comics

, 61, 221

Marvel portfolio

, 124

Master Licensing arrangement

, 70–71

MasterChef Australia

, xxiii–xxiv

Matheny, Mark (Founder of Licensing Matters Global)

, 179, 213

Mattel

, 61, 70, 71, 223, 225, 231–233, 235

May, Theresa

, 101

McGeary, Kerry-Anne

, 16

McGuire, Tom

, 132, 238, 239

McKinsey article

, 105–106

Media/channel expansion

, 104

Merchandise

, 64

Meredith Corporation

, 42

Mergers and acquisitions (M&A)

, 122–126, 167

Meyers, Lisa Silverman

, 255

Mickey Mouse (character)

, 48, 49–50, 219

Milburn, Nat

, 167

Milka Kuhflecken

, 127

Milne, A. A.

, 58, 219

Mind Candy

, 66–67, 173, 177, 178

Minecraft

, 65

Minimal administrative requirements

, 209–210

MLBP. See Major League Baseball Properties (MLBP)

MLG. See Major League Gaming (MLG)

Model selection

, 278–281

Momentum

, 30

Monroe, Marilyn

, 109, 110

Moore’s Law

, 83, 252n7

Morphing

, 82

Morrisett Jr., Lloyd

, 223

Moshi Monsters (game)

, 66, 177–178

Motivations

, 68

for connecting people

, 30

Mozilla

, 131–132

Mr. Clean cleaning buckets

, 174

MSP brands

, 117

Multiple co-branding

, 127

Nagano Games brand

, 18

Nagano mascots. See Snowlets

Namor (character)

, 61

NASCAR replica die cast cars

, 173

National Football League (NFL)

, 87, 193, 222

apparel

, 173

brand as addictive as

, 161

business

, 159

experience

, 159

National/regional players

, 107

Neiman Marcus

, 181

Neoteny

, 69–70

“Netflix effect”

, 79–80

Newell Rubbermaid

, 40–41, 102, 157, 197, 202

New York City

, 231, 232, 247

New York Herald

, 218

NFL. See National Football League (NFL)

NFL Players Association (NFLPA)

, 87, 148

Niadna, Teri

, 159

Niantic Labs

, 57

Niche brands

, 107

Niederegger Marzipan

, 127

Nintendo

, 57, 103

“Non-broadcast” materials

, 223

Norton, Graham

, 103

Octane5

, 131

OEM. See Original equipment manufacturer (OEM)

Official Event Retailer

, 180

Oldsmobile

, 105

Oliver, Jamie

, 109

Olympic Games

, 18, 128, 139

Olympic pin

, 139

‘One-off’ encounter

, 66

Online self-evaluation tool

, 293

“Opportunity, Fit and Leverage”

, 40

Optimized scale

, 145, 154, 172

Organizational structures

, 119

Orientation conducting

, 188–191

Original equipment manufacturer (OEM)

, 85

Oscar

, 223

Over Optimized scale

, 145, 154

Own-ability

, xxxiii–xxxv, 115, 132, 137, 139–140, 141, 167, 235

avalanche in areas of consumer and retail brands

, 124

big not-for-profit programs

, 134

brand additions

, 138

brand potential

, 132

brand protection, brand valuation, and brand strategy

, 167

brands

, 115, 139, 142

characteristics of successful license

, 171

co-branding types

, 126–127

company to protecting brands

, 116

CrossFit

, 140

current valuation models

, 167

element

, 217

Girl Scouts of USA’s

, 134–135

Graco lacked manufacturing and sourcing capabilities

, 167

intellectual property lawyers

, 128–129

licenses for Graco-branded decorative bedding and nursery décor

, 169

maximization

, 141

maximizing own-ability

, 167

multi-dimensioned

, 166

organizational structures types

, 119–120

own-ability maximization

, 141

ownership models and implications for brand expansion

, 120

Pinewood Derby program

, 135

products make brands

, 170–171

quality

, 138

scarcity in brand modeling

, 123

“seal of approval” program

, 134

in several states

, 115–116

Smithsonian

, 135–136

tussle for IP rights

, 130

U. S. Army licensing program

, 136–137

use of freelancers and contractors

, 117

Own-able. See Own-ability

Ownership

, 117, 120, 129

models and implications for brand expansion

, 120

P&G. See Proctor & Gamble (P&G)

P&L

, 171

Pandora

, 119, 129

Panini football cards

, 180

Panther, Pink

, 67

Paper Mate leadership team

, 157

Parham, John

, 40, 42

PEI. See Professional Education Institute (PEI)

Perfetti Van Melle (PVM)

, 78, 242

Perplex City game

, 177

“Personality, design and purpose”

, 44

Peter Rabbit (character)

, 218, 254

Pevers, Marc

, 58

Pickering, Sandra

, 38, 39, 106

Pinewood Derby program

, 135

“Pitching and catching”

, 229

Pitts, Scott

, 1–19

Point of Sale (POS)

, 224

Pokémon Go (game)

, 56, 69, 71

Poltorak, Alexander

, 129

Pontiac

, 105

Pop culture phenomenon

, 57, 108, 109

Porter’s Five Forces analysis

, 206

POS. See Point of Sale (POS)

Potter, Beatrix

, 218

Powell, Jack

, 175–176

Power of Addictive

, 58

Proctor & Gamble (P&G)

, 125, 195

Product category

, 186

Professional Education Institute (PEI)

, 182

Proform

, 181

Promotional merchandising

, xxi

PVM. See Perfetti Van Melle (PVM)

Queen of Hip-Pop album

, 67

Rachael Ray

, 134

Ramsay, Gordon

, 109

Realogy Corporation

, 42

RedBull

, 127

Reeves, Martin

, 99

Relevance

, 35

Reliability

, 101

Resolution

, 25

Retail co-branding

, 127

Return on brand equity (ROBE)

, 140

Return on Investment (ROI)

, 146

Review sites

, 22

Ries, Al

, 35

Ries, Laura

, 47, 48

Ritson, Mark

, 125

Ritz Carlton, The

, 125

ROBE. See Return on brand equity (ROBE)

Robert W. D′Loren

, 252

Rogue One

, 83

ROI. See Return on Investment (ROI)

Roman Holiday (film)

, 43

Roosevelt, Teddy

, 218

Ross, Bonnie

, 71

Rowling, J. K.

, 230–231

“Royalties”

, 217

Rubbermaid branded closet storage

, 174

Rubin, Gerry

, xxii–xxiii

Sales support

, 210

Salter, Jamie

, 109–110

Samsung

, 130, 170

Samu, Sridhar

, 38, 39, 40

Sandwiches concept

, 121

Scalability

, xxxii–xxxiii, 97, 103, 107, 161, 164, 235

audience expansion

, 103

brand types

, 106–108

Busted Knuckle Garage

, 164, 165–166

catalyst

, 108–111

continuum

, 102–103

diversification

, 105

element

, 217

era of globalization

, 164

experience expansion

, 104

free-trade arrangements

, 99

globalization

, 97–102

licensing

, 160

media/channel expansion

, 104

scale in different ways

, 164

temptation

, 105–106

“think big” model

, 100

Scalable. See Scalability

Scarcity

, 123

Scebelo, Steve

, 87, 103

Schwarzenegger, Arnold

, 81

Scooby-Doo (cartoon)

, 62, 221

“Seal of approval” program

, 134

Sears

, 181

Self-reported LASSO scoring model

, 286

Sepso, Mike

, 256–257

Sequential Brands

, 253

Sequential engagement

, xx

Sesame Street

, 134, 189, 203, 223

Sesame Workshop

, 134

Share Coke campaign

, 118

Shaut, Anthony

, 241–242

Sheraton

, 125

Shmidman, Yehuda

, 249

Shulman, Holly Stein

, 231

Shuster, Joe

, 63, 220

Siegel, Jerry

, 63, 220

“Signature stories”

, 80

Simon, Danny

, 81

Sinatra, Frank

, 109

Singles Day. See China’s Black Friday

SKUs. See Stock Keeping Units (SKUs)

Slesinger, Stephen

, 58, 219

“Slightly-under-extended” category

, 154

Slightly Over Optimized scale

, 145, 154

Slightly Under Optimized scale

, 145, 154

SMART. See Specific, Measurable, Achievable, Relevant, and Time-bound (SMART)

Smith & Wesson clothing

, 34

Smithsonian

, 135–136

Snowlets

, 6

Social expression brand

, 226

Social media

, 26–27, 88

Specific, Measurable, Achievable, Relevant, and Time-bound (SMART)

, 163, 270

Spider-Man (film)

, 61, 62, 221, 236

SpongeBob

, 193

Sriracha

, 107

Star Trek

, 81

Star Wars: The Force Awakens

, 62, 85, 227, 236

Star Wars (film)

, 58–61, 84–85, 158, 227, 236

Star Wars figurines

, 173

State-of-the-art statistical techniques

, 147, 277

Statistical models

, 277, 292

Stevens, Jamie

, 254

Stewart, Martha

, 109

Stock Keeping Units (SKUs)

, 191, 202

Storied brand

, xxx–xxxi, 161

element

, 217

great marketers

, 161

using short stories

, 162

stories behind stories

, 162

Stories

, 77, 78, 93

B2B brand

, 86

brands

, 90–91

Chupa Chups brand

, 78

context of brand

, 82–83

contribution

, 93

EA Sports

, 87–88

heritage brands

, 89–90

listening

, 77

Netflix effect

, 79–80

social media

, 91–92

Star Wars universe

, 84–85

storytelling

, 80–81, 83–84

tennis tournament

, 88

Terminator movie

, 81–82

Storying

, 87, 93

Storylines

, 79, 80, 84, 97

Storytelling

, 77, 83, 87

authentic

, 64, 73

Storyworld

, 81

Strand, Robert

, 110

“Stratos project”

, 127

Strawberry Shortcake

, 227

Strengths, Weaknesses, Opportunities and Threats analysis (SWOT analysis)

, 206

Submariner character

, 61

Super Bowl

, 222

Superman (character)

, 63, 220

Supervised learning

, 147, 277

“Supply pressure”

, 123

Suzuki

, 39

SWOT analysis. See Strengths, Weaknesses, Opportunities and Threats analysis (SWOT analysis)

Taco Bell

, 127

Tangible assets

, 173

Tauber, Edward

, 40

TCM. See Turner Classic Movies (TCM)

Technology

, 69

“Teddy Bear”

, 218

Television series

, 79

Terminator 2 (T2): Judgment Day Film

, 81–82

“Testing” dataset

, 280

“Think big” model

, 100

Tipping Point, The (Gladwell)

, 17, 134

Toblerone

, 127

Top Cat (cartoon)

, 221

Tracy, Warren G.

, 164–165

Traditional hierarchical structure

, 119

Traditional statistical methods

, 292

“Training” data

, 280

Trekkie conventions

, 59

Trout, Jack

, 35

Trump, Donald J.

, 100–101

Trust in individuals, organizations, and brands

, 23

Tully, Jill

, 255

Turner Classic Movies (TCM)

, 41–42

2015 Ford Mustang GT Pinewood Derby kits

, 135

20th Century Fox

, 58, 59

22 Immutable Laws of Marketing (Ries and Trout)

, 35

UK Internet entrepreneur Michael Acton Smith

, 177

Under Optimized scale

, 145, 154, 172

Unilever’s Lagnese brand

, 127

Uninspiring supply

, 35

Ursini, Silvio

, 43

U. S. Army licensing program

, 136–137

Vault Reports

, 186

Vespa perfume

, 34

Vidal Sassoon

, xxii–xxiii

Virgin (brand name)

, 27–28, 39

Virtual Reality (VR)

, 255

Visual Identification System (VIS)

, 208

Volvo Trucks

, 94

von Stackelberg, Peter

, 81

Walt Disney Company

, 58, 61, 219, 227

Wang, Alexander

, 126

War and Peace (film)

, 43

Warner Bros (WB)

, 62, 63, 213, 220

Warner Bros. Consumer Products—International (WBCP)

, 213–214

Waters, Simon

, 64, 83

W. C. Bradley

, 8, 10

WeChat

, 255

Weedfald, Peter

, 170

Weight Watchers

, 15

Westin

, 125

Whirlpool

, 119

White, Rick

, 89

Whole Foods

, 107

W Hotels

, 125

Wide Lens, The

, 85

Wimbledon

, 88–89

Winnie the Pooh (character)

, 58, 219, 235

Wolverine

, 62

Women’s Wear Daily (WWD)

, 50

Wonder Woman (movie)

, 63

World of Coca-Cola, The

, 132, 239–240

World of Warriors (game)

, 66–67

Wulz, Nancy

, 35

Wyse, Ken

, 250

Xcel

, 252

X-Men

, 62

Yanase, Takashi

, 222–223

Yeti

, 107

Yoder, Pete

, 256

Yogi Bear Show (cartoon)

, 221

Zazzle. com

, 136

ZQQ

, 254–255