About - Brand Licensing Expert - Pete Canalichio
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About

Licensing Brands, offers informational products and coaching to licensors and licensees to assist them in harnessing the power of brand licensing. At Licensing Brands, we believe successful companies with strong products and services can become great companies when they have access to great brands through licensing. Licensors with great brands, in turn, can benefit from licensees which can extend their brand into categories, regions and channels faster than if they chose to do so internally. When a licensee and licensor come together, many more amazing products and services sold under brands consumers know and love will make their way to market. These products and services will in turn delight their consumers thereby making the world a better and more enjoyable place for us all to live. The licensee and licensor don’t just make money from such an endeavor, they contribute ideas that can transform entire industries, even entire economies. Licensing Brands is a business that focuses on the principles of doing right, acting with integrity, promoting sustainability and behaving as a good corporate citizen.

LICENSING BRANDS’ VISION

We believe successful companies with strong products and services can become great companies when they have access to great brands through licensing. Licensors with great brands, in turn, can benefit from licensees that can extend their brand into categories, regions and channels often much faster than if they chose to do so internally. When a licensee and licensor come together, many more amazing products and services sold under brands consumers know and love will make their way to market. These products and services will in turn delight their consumers thereby making the world a better and more enjoyable place for us all to live.

LICENSING BRANDS’ MISSION

At Licensing Brands, our mission is to help licensors and licensees harness the power of brand licensing and unleash pent up consumer demand which is waiting to be satisfied. Consumers crave products and services made by the brands they know and trust. We want you to commercialize these opportunities.

CLIENTS

 

We have worked with several Fortune 100 clients in the past, including:

At Licensing Brands, we have developed relationships with the following organizations:

coca-colaPete’s relationship with The Coca-Cola Company goes back to 1990 when he joined the global finance unit at Coca-Cola. Pete moved rapidly through positions of increasing responsibility in Finance, Business Affairs and Licensing before leaving in 2000. Since then Pete has worked with Coca-Cola as an external consultant on multiple programs including the Salt Lake, Athens and Torino Olympic Games programs as well as the new World of Coca-Cola. Through Licensing Brands, Pete and his company assisted the Coca-Cola Olympic Project Team with the execution of all Vancouver 2010 and Sochi 2014 Olympic Retail Merchandising and Pin Trading Programs. Licensing Brands managed the co-branded licensing program including:

 

  • Defining expectations of Coca-Cola, the Vancouver 2010 and Sochi 2014 Olympic
  • Committee (VANOC)
  • Planning and budgeting
  • Allocating resources
  • Recruiting and managing licensees
  • Merchandise development and approval
  • Pin Trading Center design and execution

 

Additionally under Pete’s direction, Licensing Brands assisted the Coca-Cola China team in bringing together its licensed merchandise program for the Expo 2010 held in Shanghai, China from May 2010 to October 2010. In Brand Money Secrets, we reveal how Coca-Cola utilized brand licensing to help execute its Coca-Cola Branding Strategy. Through these programs Coca-Cola:

 

  • Integrate their brand with the event reinforcing the associative imagery of the sponsored brand
  • Created a permanent brand connection with the consumer around a significant experience
  • Strengthened their core messaging of sustainability
  • Provided increased exposure for the brand
  • Drove incremental royalty revenue

 

In turn, the other stakeholders benefitted as well: The Licensees

 

  • Gained an additional revenue opportunity
  • Filled excess capacity
  • Eliminated existing inventory

 

The Event Organizer

 

  • Gained an incremental program with minimal involvement
  • Benefitted from additional marketing support for the event
  • Achieved added exposure for the event and their marks

 

The Event Retailer

 

  • Saw greater traffic due to sponsor marketing activities and programs
  • Broadened their consumer base with Coke brand loyal consumers

 

Have you considered event licensing as a way to enhance your event activation? Do you want to learn more about how to? If you want to see how event licensing can help your company, then Contact Us.