Keynote Speaker

Invite Pete to speak for your business, event, or university!

Past Speaking Engagements

Major universities including the Goizueta Business School at Emory University, Kennesaw State University, the Robinson School of Business at Georgia State University, the Scheller College of Business at Georgia Institute of Technology, the Terry College of Business at University of Georgia, the Stetson School of Business and Economics at Mercer University, Johns Hopkins University, Ithaca College and Thomas More University in Belgium.

To members of the International Licensing Industry Merchandisers’ Association (LIMA)

At the Licensing Executives Society Annual Meeting

As an expert panelist for Branding Masters Telesummit

Chaired the Masterclass at India Licensing Expo 2017

TEDx Speaker at Georgia State University

To global corporations and companies

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Speech 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.

Consulting areas of focus

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Branding Strategy & Consulting
Marketing Strategy & Consulting
Marketing Program Development & Execution
Advertising: Creative Development & Execution
Business Consulting

Keynote Speaking Testimonials

“Your time and insights were much appreciated at our Growth Conference! Often seen as a “big business” concept, many small business owners don’t ever get a chance to learn about what a brand is, how you have one whether you think you do or not, and how you can shape it. The concepts you shared as well as your presentation style made it easy to understand and reachable for our audience. Thank you for helping small businesses better serve their customers!”

Laura Renner

“Pete Canalichio is stellar. His presentations are unique, succinct, and leave room for needed individualization for each student. By far, a highlight of our semester, and one of the best and most genuine guest speakers I’ve ever heard. We cannot thank him enough for his investment of time into our students and for sharing his authenticity and expertise.”

Amy Miller, Ph.D.

“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. Great!”

Professor Alexander
Professor Alexander DeBlond
Thomas More University of Applied Sciences, Mechelen, Belgium

“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