What actually makes a brand “own-able,” and why does it matter more than almost anything else when you’re deciding how far to expand?

In this session (hosted by LES USA-Canada), Pete Canalichio (Founder and Managing Partner, Brandalive) will unpack the LASSO Framework’s Own-ability pillar through real cases like Louis Vuitton’s trademark battle with My Other Bag and Coca-Cola’s “Share a Coke” campaign, then dig into the three paths brands actually use to grow: franchising, M&A, and co-branding, with lessons from Subway, Disney/Marvel, and BMW x Louis Vuitton along the way.

Whether you’re weighing how to protect your brand’s identity or actively exploring your next expansion move, you’ll walk away with a sharper framework for making that call.