A License to Drive Brand Growth

Pete Canalichio founded Licensing Brands/Inc. to to educate professionals on how to harness the power of brand licensing.

Hannah Montana lunch boxes, SpongeBob backpacks, and Jonas Brothers notebooks fly off the shelves and into elementary school hallways because of savvy marketing and a bit of brand licensing magic. If you've ever wondered how big name brands like Mr. Clean partner with manufacturers to develop some of your favorite products, then listen as our guest, Pete Canalichio, President of Licensing Brands/Inc. , talks about how brands can transform and grow through licensing.

With more than 20 years of global experience managing licensing programs for brands such as Rubbermaid, The Olympic Winter Games, Coca-Cola and Samsung, Pete offers advice to those considering licensing and reflects on some of the industry's hits and misses.

Pete also shares his thoughts on:

• Why licensing can improve brand awareness and customer loyalty.
  
  
• Who can benefit the most from a licensing partnership.
  
  
• How to avoid common pitfalls in licensing programs.

After you listen to Pete's interview, be sure to watch the Two West discovery video below and see what a six-year-old girl reveals about early branding and co-branding through her relationship with Hannah Montana licensed products. Then, join our LinkedIn Group and share your thoughts.



For more information on The Brand Show or Two West, Inc. visit www.twowest.com.