Pete Canalichio, the global authority on brand expansion, is on a mission to help brands become more alive in the hearts of those that experience them. He does that by helping them write a better story through compelling content, inspiring platform talks, in-depth consulting and workshops, and practical tools. Pete considers it a privilege to use his experience in global brand licensing and expansion at admired organizations such as Coca-Cola and Newell Rubbermaid to help his clients and their organizations reach their full potential.
Before earning his MBA at the University of North Carolina Chapel Hill and starting his business career, Pete attended the U.S. Naval Academy and served in the Navy as an award-winning aviator and instructor pilot, 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. His "crisis-tested leadership skills" were forged not in a battle with the competition or a challenging business turnaround—although he has certainly excelled in those arenas—but in the dark skies above the Pacific Ocean as he flew a military jet aircraft whose engine had caught on fire. 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 executive career.
Pete began his brand expansion journey at Coca-Cola in 1997 as the Event Licensing Group Manager where he executed multiple programs in support of the Olympics, major Nascar events, and the FIFA World Cup. Pete continued his career at Coca-Cola in 2001 as the Licensing & Consumer Activation Director of the 2002 Olympic Winter Games in Salt Lake City, UT. There he directed the development and implementation of all of Coca-Cola's licensing programs and consumer activation for the Olympic Winter Games. During the seventeen days of the Games Coca-Cola sold over $2 million of licensed product, a 100% increase over the prior Winter Games.
From 2005 to 2007, Pete served as Director of Global Licensing at Newell Rubbermaid for the Rubbermaid brand. In just over two years, wholesale sales grew from $30 million to over $70 million and average royalty rates increased by greater than 2%, more than doubling royalty revenue. For his achievements, Pete received the MVP Award for stellar contributions to the Global Licensing department in 2006. In his final role at Newell Rubbermaid, Pete served as the General Manager of CardScan, where he delivered quick wins while rejuvenating the organizational culture. 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.
In 2018, Pete brought his message to an even wider audience through his Award-Winning book, Expand, Grow, Thrive, which achieved the #1 New Release ranking on Amazon. Pete also lends his expertise to Forbes and Entrepreneur as a contributing writer.
When he's not working to expand brands, Pete loves spending time with his wife, Emily, and his four adult children.
Pete Canalichio, the global authority on brand expansion, is on a mission to help brands become more alive in the hearts of those that experience them. He does that by helping them write a better story through compelling content, inspiring platform talks, in-depth consulting and workshops, and practical tools. Pete considers it a privilege to use his experience in global brand licensing and expansion at admired organizations such as Coca-Cola and Newell Rubbermaid to help his clients and their organizations reach their full potential.
Before earning his MBA at the University of North Carolina Chapel Hill and starting his business career, Pete attended the U.S. Naval Academy and served in the Navy as an award-winning aviator and instructor pilot, 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. His "crisis-tested leadership skills" were forged not in a battle with the competition or a challenging business turnaround—although he has certainly excelled in those arenas—but in the dark skies above the Pacific Ocean as he flew a military jet aircraft whose engine had caught on fire. 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 executive career.
Pete began his brand expansion journey at Coca-Cola in 1997 as the Event Licensing Group Manager where he executed multiple programs in support of the Olympics, major Nascar events, and the FIFA World Cup. Pete continued his career at Coca-Cola in 2001 as the Licensing & Consumer Activation Director of the 2002 Olympic Winter Games in Salt Lake City, UT. There he directed the development and implementation of all of Coca-Cola's licensing programs and consumer activation for the Olympic Winter Games. During the seventeen days of the Games Coca-Cola sold over $2 million of licensed product, a 100% increase over the prior Winter Games.
From 2005 to 2007, Pete served as Director of Global Licensing at Newell Rubbermaid for the Rubbermaid brand. In just over two years, wholesale sales grew from $30 million to over $70 million and average royalty rates increased by greater than 2%, more than doubling royalty revenue. For his achievements, Pete received the MVP Award for stellar contributions to the Global Licensing department in 2006. In his final role at Newell Rubbermaid, Pete served as the General Manager of CardScan, where he delivered quick wins while rejuvenating the organizational culture. 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.
In 2018, Pete brought his message to an even wider audience through his Award-Winning book, Expand, Grow, Thrive, which achieved the #1 New Release ranking on Amazon. Pete also lends his expertise to Forbes and Entrepreneur as a contributing writer.
When he's not working to expand brands, Pete loves spending time with his wife, Emily, and his four adult children.
Building Universes, Growing Revenues
Universes are the worlds that consumers inhabit with brands. As the name suggests, they are immersive, multi-dimensional and continually expanding domains with their own rules and mythologies. In the world of gaming, they are also the basis for expanded revenue models that provide consumers with new ways to experience the brand. They are how companies like Microsoft convert engagement into revenue.
Halo is a multi-billion dollar business, with an active consumer products program...
Growing Addictive Brands
In a world flooded by brands, it can be hard for many to become noticed let alone to be considered "addictive." That status does not come by chance or luck. Becoming that desirable in the consumers' eyes happens only when a brand lays a solid foundation beneath its ecosystem. This sturdy foundation is created when a brand builds powerful connections among the triggers - hints, cues, rewards - that provoke people's curiosity and incite them to take the time to explore the...
How Customer Service Impacts Brand Value
In marketing, we say that everything communicates. This can be a good thing or a bad thing. Great brands not only have outstanding products, but they also have exceptional customer service. Collectively every customer encounter with a brand either makes a deposit into a customer's bank account or makes a withdrawal. Like with a personal relationship, the more deposits a brand makes, the more we value that brand.
In this talk, Pete will explain:
- What is the...
Why Branding Experts Need to Step Out of Their Silos
Spend any time at a brand or marketing conference or read the marketing press these days and what is very clear, very quickly, is just how fixated people seem to have become with pushing narrowing viewpoints. The digital people just want to talk about digital. The brand valuation people analyze shifts in the worth of brands. The intellectual property people want to talk about protection. And yes, those involved with licensing want to talk about what's going on in their part of the brand...
1 recommend Pete
Post your own verified review when you hire this speaker through eSpeakers.
The Argon Group
On-Site
T.B., Travelpreneur, Founder, The Argon Group
Thank you for sharing your nuggets of wisdom and for helping the community in the way you did. Without a doubt, one of the best interviews I have had and I would certainly recommend Pete any day!
