Over the next five webinars LES USA-Canada will take a deeper dive into the LASSO framework. The first of these is a discussion on what does it mean to expand a brand Laterally (the L in LASSO). Pete will provide examples of a lateral expansion, the goal when expanding laterally and review the decision of when to move. We will look at brand expansion failures and how to take steps to improve the success rate when expanding. Next, Pete will define a brand’s Expansion Point, how to use the concept and provide a case study on the Caterpillar brand that reinforces it. Finally, Pete will provide key takeaways that will help in the decision-making process going forward.