Our Story

About BrandAlive


Brands are living organisms. They are not made of steel, glass, or concrete. They don’t merely exist in space and time.

Much like a plant, brands are more than what just meets the eye, more than what is on a billboard or a computer screen. They are the seeds that are planted in the hearts of every person who experiences them. They are the roots that expand beneath the surface, making the foundation even stronger as the plant continues to grow upward.

A brand that is truly alive creates oxygen, forever searching for the sun and spreading its branches as it goes


And yet, many brands exist simply as stagnant or wilting limbs. Their growth is stunted without access to the sun. Brown has overtaken green as the hue continues to fade. Their outward appearance begins to fade into the desolate woods occupied by fallen trees and unsightly weeds. They lack breath, hope, and life. We know those brands.

But, brands that are alive…

  • Display life and vibrancy through the sharpness of green radiating from its leaves. They are nourished through relationships with the consumer, delivering on promises and building trust.
  • Blossom when they’re rooted into a defined position and architecture.
  • Breathe value into the lives of their loyal customers, providing familiarity and personality.
  • Create inviting universes where consumers can visit as often as they want and stay as long as they want.
  • Grow always, recognizing that each new branch is a point from which to expand, and each dropped seed is the start of something new.
  • Thrive in the hearts of those who experience them, becoming more alive with each new day of growth.
  • Overview

    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, and an exceptionally viable growth strategy when done thoughtfully and with the right partners.

    About Pete

    Led 2004 Global Olympic Torch Relay for Samsung sponsorship

    Received MVP Award for stellar contributions

    Coca-Cola in 1998 and Newell Rubbermaid in 2006

    #1 New Release ranking on Amazon

    for the award-winning book, Expand, Grow, Thrive

    I’m Pete, and I’m on a mission to help brands find the most authentic parts of their story so they can share it with the world! After a successful career working in global branding, brand expansion, and marketing for companies like Newell Rubbermaid and Coca-Cola – where I was fortunate to work on the Nagano and Salt Lake Olympics and FIFA France 1998 World Cup – I realized that my greatest passion was helping brands reach their full potential. Not only that, but I also wanted them to grow and thrive in the marketplace, as well as in the minds of consumers. I consider it a great privilege to be able to help brands move the dial, and I know this is done solely through the authentic – and accurate – telling of their story.

    Before earning my MBA at the University of North Carolina Chapel Hill and starting my business career, I attended the U.S. Naval Academy and served in the Navy as an aviator and instructor pilot, honing my leadership and decision-making skills as commander of a large multi-engine aircraft and 12-member crew during the height of Cold War tensions. I developed what I call “crisis-tested leadership skills,” which were forged not in a battle with the competition or a challenging business turnaround, but in the dark skies above the Pacific Ocean as I flew a military jet aircraft whose engine had caught on fire. I found myself surprisingly clear-headed and decisive under such extraordinary circumstances and have applied that same leadership style to every challenge and opportunity I have faced in my executive career.

    I began my brand expansion journey (and interest in this specialty area) at Coca-Cola in 1997 as the Event Licensing Group Manager, where I executed multiple programs in support of the Olympics, major NASCAR events, and the FIFA World Cup. During that period, my team achieved 300% of its royalty revenue goals, and I was given the top award for my significant contributions. I continued my career at Coca-Cola in 2001 as the Licensing & Consumer Activation Director of the 2002 Olympic Winter Games in Salt Lake City, UT. There, I 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. In 2003, I led a project team for Tula Communications as the agency for Samsung in support of their role as the title co-sponsor of the 2004 Global Olympic Torch Relay. In that role, Samsung helped share the Torch with the world as it weaved its way through 34 cities in 27 countries on six continents.

    From 2005 to 2007, I 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. I was honored to receive the MVP Award for stellar contributions to the Global Licensing department in 2006. Throughout my career, I’ve been blessed to be able to continue operating in the global arena, having worked in more than 40 countries, where I managed extensive projects across national and continental borders.

    In 2018, I was excited to be able to share my message with an even wider audience through my award-winning book, Expand, Grow, Thrive, which achieved the #1 New Release ranking on Amazon. I have also been a frequent contributor to both Forbes and Entrepreneur.

    When I’m not working to help others find the authentic story in their brands, I love spending time with my wife, Emily, four adult children, and three grandchildren.

    My Team

    I couldn't be more excited to introduce you to the women who work behind the scenes with me.

    Emily Manne

    Marketing Director

    Stefanie Ellis

    PR and Social Media Director

    Caitlin McDonald

    Marketing and Communications Manager