Brand Activation On An Olympic Scale With Pete Canalichio

Imagine a finance guy having his break at marketing doing brand activation for Coca Cola in the middle of the Olympics. By some combination of luck, hard work and genius, Pete Canalichio pulled it off during the 1998 Nagano Olympics and it launched his fruitful career in brand activation and expansion. Many Olympic stints later, Pete has become a global authority on brand expansion, a licensing expert, TEDx speaker and award-winning author of the bestselling book, Expand, Grow, Thrive. At BrandAlive, Pete uses his global branding experience to help emerging brands reach their full potential. Listen in to his conversation with Ben Baker and get a glimpse of the ins and outs of such a massive undertaking in marketing that few other people will ever get to experience.