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About Pete Canalichio

Pete Canalichio is an expert with over 20 years of global experience in the areas of Brand Strategy and Brand Licensing, working with brands such as The Coca-Cola Company and Newell Rubbermaid. Recognized as a leading expert, he is frequently asked to speak at branding and licensing conferences and leading business schools globally. He is a series of brand licensing and strategy frameworks and webinars available on Flevy here.

Author Archive | Pete Canalichio

Business Pitfalls to Avoid before Signing a Licensing Agreement

Are you currently a licensee (manufacturer) or licensor (brand owner) or contemplating entering alicensing arrangement? If so, you may have been weighing the business impact and exposure inherent in the definitions, requirements and terms stipulated in the licensing contract.  If you have not read the contract language completely or understood it fully you may not be aware of the obligations […]

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Don’t Blame Brand Licensing

Jack Trout in his blog published on BrandingStrategyInsider.com “Licensing: Trouble for Brands” dated February 25, 2008 makes a compelling argument for why not to consider licensing as a method of brand extension.  Furthermore, he backs it up with multiple examples of established brands with flawed licensing programs that serve to prove his hypothesis. After reading about Pratt […]

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How Do You Use Brand Licensing to Extend Your Brand?

Few companies use brand licensing to extend their brands into new categories. Those that do, including Coleman, Newell Rubbermaid, and P&G, have successfully delivered millions of products a year into the marketplace by leveraging the competencies, resources and distribution networks of hundreds of manufacturers throughout the globe. Up until now, licensing has been a nice to have tactic […]

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Five Strategies to Improve Your Brand

Before I discuss the five strategies to improve your brand, perhaps I should address what it means to improve a brand and why you would want to.  To improve a brand means to increase its value.  The value of a brand can be quantified by the market value of a company (total shares of stock outstanding x the […]

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