In this webinar we will introduce the concept of brand universes and how to use the LASSO Model to determine whether your brand is under-expanded or optimized. In addition, we will help you:

1. Define your brand’s Expansion Point.
2. Determine what categories it can expand into.
3. Evaluate the four brand expansion methods.

Speaker:
Pete Canalichio

Pete Canalichio is an award-winning author of the Amazon #1 New Release, "Expand, Grow, Thrive" (2018) and most recently “Strategic Brand Licensing” (2024). A TEDx speaker, Pete has worked in brand strategy, expansion and licensing for the past 25 years for The Coca-Cola Company, Newell Brands and most recently, BrandAlive, a Service-Disabled Veteran Owned Small Business that he founded in 2009. 

Before starting his business career, Pete attended the U.S. Naval Academy where he earned a BS in physics. Pete went on to serve 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 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.

Before transitioning to the marketing and licensing arenas, Pete earned his MBA from the University of North Carolina Kenan-Flagler Business School where he was a Richard H. Jenrette fellow and salutatorian of his class.  Upon graduation, Pete was recruited into the global finance unit at Coca-Cola. He rose quickly to managing $32 billion in transactions yearly as Treasury Operations Manager in London and built a strong foundation of business skills and diverse experiences within the world-class company.

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.

Members: FREE
Non-Members: $69