Navy veteran and former Naval Aviator Pete Canalichio began his brand expansion journey at Coca-Cola in 1997 as the Event Licensing Group Manager, where he supported the Olympics, major Nascar events, and the FIFA World Cup. Pete spent another 10 years as their Licensing and Consumer Activation Director. From 2005 to 2007, Pete served as Director of Global Licensing at Newell Rubbermaid for the Rubbermaid brand.
Pete is the global authority on brand expansion, a licensing expert and a TEDx speaker. 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. Today, his company BrandAlive delivers Brand Licensing Expertise for Manufacturers and Brand Owners, through compelling content, inspiring platform talks, in-depth consulting workshops, and practical tools. They use their experience in global branding, brand expansion and marketing to help clients and their organizations reach their full potential.