About Pete Canalichio
Pete Canalichio is an authority on brand expansion and on a mission to help brands become more alive in the hearts of those who experience them. He does that by helping them write a better story through compelling content, inspiring platform talks, in-depth consulting and workshops.
More From Pete Canalichio
Three ways to expand the licensing value of your brand.
The practice has prospered for nearly a century, and the playbook is dogeared, yet many brand owners hesitate.
Pokemon developed Go to engage the brand's fans in a way that approached addiction.
Brand licensing benefits small to midsize companies looking for their customer.
Picture vividly in your mind what your success will look like. It's tough mental work but success takes real work.
Making a name for yourself means you have to stay on top of your game.
Before you sign on the dotted line, make sure you know a lot about the company you're doing business with.
What are the riches within your brand waiting to be exploited? And what are you waiting for?
Done carefully, licensing allows brands to leapfrog into new products and markets with little investment.
Licensing is a potentially lucrative path for product development and marketing but also a complex, often fraught, partnership.
A brand license works best when the licensors and licensees understand what to expect from each other. Misunderstandings are frustrating and costly.
A choice a brand licensing deal can quantum jump a manufacturer to the next level.
Of course your lawyer has to review your licensing contract but make certain you know what the lawyer may not.
By finding a partner, a company can strategically compete with competitors and expand to new products and locations.