Are you telling a story that makes your brand come alive in the hearts of those you serve? Let me help you define your brand strategy and create an authentic, compelling message to share with the world. As an award winning author and speaker, I have helped big brands like Coca-Cola, small brands like FITS socks, and every brand in-between. Start your branding journey with me today and watch your brand come alive!
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Personal Branding Keynote Speaker Videos
About Branding Speaker Pete Canalichio
“Every brand owner and organization has the right to expand, grow and ultimately thrive. That is why I have made it my mission to develop tools, talks and training designed to inspire, educate and empower you to achieve all that is possible.” PETE CANALICHIO
Pete Canalichio is an award-winning author of the Amazon #1 New Release, "Expand, Grow, Thrive" (2018) and TEDx speaker. He has worked in brand expansion and licensing for the past 20 years for The Coca-Cola Company, Newell Brands and most recently, BrandAlive, a Service-Disabled Veteran Owned Small Business that he founded in 2009.
Before starting his business career, Pete attended the U.S. Naval Academy where he earned a BS in physics. Pete went on to serve 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 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.
Before transitioning to the marketing and licensing arenas, Pete earned his MBA from the University of North Carolina Kenan-Flagler Business School where he was a Richard H. Jenrette fellow and salutatorian of his class. Upon graduation, Pete was recruited into the global finance unit at Coca-Cola. He rose quickly to managing $32 billion in transactions yearly as Treasury Operations Manager in London and built a strong foundation of business skills and diverse experiences within the world-class company.
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.
"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!" - Tim Bennett, Travelpreneur, Founder of The Argon Group - Empowering Entrepreneurs Through Travel, The Argon Group of Companies
"Many thanks for your wonderful lecture. Not only did you give my students the information about how to do business in the US and the ins and outs of personal branding, much more did you deliver them an inspiring speech. I knew you had the talents to do this, but I overlooked the fact my students needed it so much (perhaps in these uncertain times?). Great!! - Professor Alexander DeBlond, Thomas More University of Applied Sciences, Mechelen, Belgium
"We would like to thank you for this inspirational evening. A combination of a guest lecture and a TedX Speech.. This is just THE success formula. So exceptional that our students were still with us around 8 PM…" - Isabelle Degrijse, More projects-Students & Business, Lecturer-Partners in Education, Thomas More University of Applied Sciences, Mechelen Belgium
Keynote Speaker Topics
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 that sees the brand engaging with consumers across a full range of categories, underpinned by long-standing activity in toys and collectibles. The lessons from the success of Halo extend far beyond the world of gaming though. In this talk, Pete gives us an insider’s view on what it takes to build out a universe in this fast-moving world. He’ll discuss what it takes to build valuable assets and to generate more value from those assets against a backdrop of rising consumer expectations around experiences and what consumers get for free. We’ll also look at how Halo generates millions in revenue through long-term storytelling, partnerships and the judicious use of technology, and explore through conversation what other brands can learn.
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 brand.
In this talk, Pete will illustrate how Pokemon used Go to reach 500 million downloads to engage the brand’s fans in a way that approached addiction and how brands can use the power of neoteny to create their own addictive brands.
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 definition of a brand?
What makes a brand addictive?
How does Customer Service factor in?
What are 5 service related actions to build your brand’s value?
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 universe.
Here’s how we see the contributions that various disciplines make:
Brand insights – the environment within which a brand competes: the competitive forces; the market dynamics; consumer priorities; regulatory constraints and opportunities;
Brand strategy – where a brand is positioned; purpose; values; the brand’s story. Described by some as the “business strategy made visible”;
Brand protection – the ideas that the brand chooses to hold close as proprietary property;
Brand licensing – how, where and why the brand chooses to extend or expand its presence to help achieve the greatest possible levels of return; and
Brand valuation – what the brand is worth to the business.
How do we get the different disciplines of brand to talk with each other in more connective ways – so that marketers can form coherent views on how the elements work together to form stronger, more valuable, more exciting, and competitive brands? By connecting the various activities through a lens of “Where and how does each activity add value as a whole, and to each other?” our hope is that we can promote a more interactive and engaged brand ecosystem. Pete Canalichio will present a framework on how the historically silo-ed disciplines of brand insights and strategy, brand licensing, brand valuation and brand protection should work together to lift the contribution and growth of the brand to the ultimate benefit of the business.
"I can tell what an incredible impression you made on these kids as I'm reading through their final essays and tests. Wow!"