Licensing involves obtaining permission from a company (licensor) to manufacture and sell one or more of its products within a defined market area. The company that obtains these rights (the licensee) usually agrees to pay a royalty fee to the original owner.
Our Background in Licensing: The Founders of Lemonaders themselves has a long history on the subject of licensing (Nestle, Char-Broil, etc) and depend on an industry veteran, Pete Canalichio to advise clients all about licensing.
BrandAlive is on a mission to help brands become more alive in the hearts of those that experience them. They do that by helping them write a better story through compelling content, inspiring platform talks, in-depth consulting workshops, and practical tools. We consider it a privilege to use our experience in global branding, brand expansion and marketing at admired organizations such as Coca-Cola and Newell Rubbermaid to help our clients and their organizations reach their full potential.
Pete’s Licensing 101 can be downloaded here…
Pete Canalichio: 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.
Brand Strategy: Your brand is your story. It should answer the “What and Why” of your organization, product or service. And your story must be so compelling that your audience is intrigued and interested enough to want to engage with you at the next level. Brand strategy gets at the heart of how to creatively and effectively craft and tell your Brand Story and supporting messaging.
Brand Expansion: Every company is under pressure to grow their footprint and revenues, and many brands are looking for ways to do so on a global basis. Brands that expand and extend generate significant revenue through long-term storytelling, partnerships and the judicious use of technology. Brand expansion deals with determining the correct brand expansion point, building valuable assets, and methodologies for optimal expansion.
Brand Licensing: One aspect of growth that some tend to overlook when trying to expand is strong partnerships. Through partnerships, your company can team up with other powerful and driven companies to achieve that common goal of growth and recognition. Brand licensing is exactly that, a powerful partnership, an exceptionally viable growth strategy when done thoughtfully and with the right partners.