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 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 Canalichio Headshot
Pete Canalichio Headshot
Pete Canalichio Navy Academy Graduation
Last Day as a Midshipman!
Pete Canalichio as Navy Ensign
First Official Photo: Ensign, USN
Pete Canalichio and Crew 2 in the US Navy
Plane Commander and Crew, Diego Garcia, Indian Ocean
Pete Canalichio and Diego Garcia in the Navy
Lieutenants Canalichio and Patton on the Flight Line

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.

Pete Canalichio with Coke at the Olympics in Atlanta
1996 Olympic Games, Atlanta, USA
Pete Canalichio with Coke at the Olympics in Salt Lake City
2002 Olympic Games, Salt Lake City, USA
Pete Canalichio with Coke at the Olympics in Sochi
2014 Olympic Games, Sochi, Russia
Pete Canalichio with the Finance Team at Coke
With Coca-Cola Colleagues, Cervinia, Italy

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.

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