I’m Pete, on a mission to help brands find the most authentic parts of their story so they can share it with the world! After a successful career working in global branding, brand expansion, and marketing for companies like Newell and Coca-Cola–where I was fortunate to work on the Olympics and FIFA World Cup–I realized that my passion was helping brands reach their full potential, growing and thriving in the marketplace, and in the minds of consumers. I consider it a privilege to help brands move the dial, which is done solely through an authentic and accurate telling of their story.
Using powerful storytelling and unique access to the personal perspectives of top-flight marketers who have developed truly world-class business growth…
Martin Lindstrom's book taught me how the world's top brands connect through all five senses to instill remarkable encounters.
I was blown away by the way Lindstrom explores the influence sensory branding is having on consumers. Brands like Singapore Airlines and Apple imbed unique sensory experiences that are unmistakably theirs. This is very cool. As someone who has developed my own brand and gives advice to others, I have leaned on this book in my own work.
I love that Lindstrom developed a six-step process that I can use on a routine basis to help others build their brands. I have utilized Lindstrom’s work in my teaching and coaching, which is the greatest compliment I can give.
International business legend Martin Lindstrom reveals what the world's most successful branding companies do differently - integrating touch, taste, smell, sight, and sound - with startling and measurable results. Based on the largest study ever conducted on how our five senses affect the creation of brands, Brand Sense explains Martin Lindstrom's innovative six-step program for bringing brand building into the twenty-first century. Drawing on countless examples of both product creation and retail experience, Lindstrom shows how to establish a marketing approach that appeals to all the senses, not simply the conventional reliance on sight and sound. Research shows that a…
I got to know Chris Malone when we both worked at Coca-Cola. I was impressed by his work and so was excited to read his and Fiske's book after it was published. What I like most is that Malone explores how we form personal relationships with brands, mirroring our own interactions with people. This concept echoes my personal beliefs, which was exciting to see.
I really connected with the way Malone and Fiske approached how warmth and competence play a big role in brand relationship building. And, if I pass it through the relationship lens, it makes sense why it would be foundational in building customer loyalty.
I highly recommend this book to people, especially brand stewards, who want to know why we fall in love with some brands and hate others. Malone and Fiske share pragmatic examples of how to apply their findings, which I have contemplated with my own brand and in my coaching.
Why we choose companies and brands in the same way that we unconsciously perceive, judge, and behave toward one another
People everywhere describe their relationships with brands in a deeply personal way-we hate our banks, love our smartphones, and think the cable company is out to get us. What's actually going on in our brains when we make these judgments? Through original research, customer loyalty expert Chris Malone and top social psychologist Susan Fiske discovered that our perceptions arise from spontaneous judgments on warmth and competence, the same two factors that also determine our impressions of people. We see companies…
This book unlocks what makes brands truly successful.
I love the examples of Apple and Nike, which are brands I follow and personally own. It’s impressive to see how these core elements not only make “breakaway brands” more successful than their competition but also what makes them ingenious and addictive.
One of the key points I tout in my consulting is the need to be ruthlessly consistent. It’s clear that “breakaway brands” live this philosophy day in and day out. I highly recommend this book to anyone responsible for growing brands and who wants to make an indelible impression on their consumers.
Discover the Secrets Behind 50 of the World's Most Successful Brands
What would happen if your brand were out of stock in a retail store? Would a customer wait until it becomes available, travel to another store to buy it...or purchase another brand instead? This is a brand's moment of truth.
In today's overcrowded marketplace, only a select few brands truly rise above the competition. That's what The Breakaway Brand is about. It's about the brand that stands out, not just in its own product category, but from all other brands. It's about the brand that achieves huge results. It's…
I found this book absolutely riveting. I geeked out on the science behind user behavior and how brilliant companies use these insights to create products that people can’t live without.
In Eyal’s Hook Model, he lays out a four-step framework that consists of a Trigger, an Action, a Variable Reward, and an Investment that is truly ingenious. The framework reveals how successful brands keep their consumers coming back. With all his research and examples, I was fascinated by what companies do and found myself constantly asking, “Could I do that with my own brand and products?”
It really made sense to me from multiple perspectives: as an entrepreneur, brand strategist, and marketing consultant. What makes this book so compelling is its ethical approach. Consumers know instinctively when brands are disingenuous, and so using these insights is sure to make my products more addictive and delightful to my clients and their consumers. If you want to create products that people love and rely on or help others do so, then you will want to add Eyal's book to your list.
How do successful companies create products people can't put down?
Why do some products capture widespread attention while others flop? What makes us engage with certain products out of sheer habit? Is there a pattern underlying how technologies hook us?
Nir Eyal answers these questions (and many more) by explaining the Hook Model—a four-step process embedded into the products of many successful companies to subtly encourage customer behavior. Through consecutive “hook cycles,” these products reach their ultimate goal of bringing users back again and again without depending on costly advertising or aggressive…
I work in brand strategy, brand expansion, and licensing. As such, I am always on the lookout for great books that discuss how these concepts are interconnected, as they are so rare. Anne H. Chasser and Jennifer C. Wolfe's book is one of those books.
I loved that the book illustrates how integrating intellectual property into brand development can help make brands better and more desirable. I love the real-world examples and how to take what companies are doing to protect the intellectual property and build a stronger connection to the end-user.
As someone deeply involved in brand licensing, I found this book to be a refreshing resource in a world of stodgy technical books on the subject. The world is surrounded by licensed products, and Brand Rewired helps to illustrate why that happens to be the case.
Discover how the world's leading companies have added value to their company by rewiring the brand creation process
Brand Rewired showcases the world's leading companies in branding and how they have added value to their company by rewiring the brand creation process to intersect strategic thinking about intellectual property without stifling creativity.
Features interviews with executives from leading worldwide companies including: Kodak, Yahoo, Kraft, J.Walter Thompson, Kimberly Clark, Scripps Networks Interactive, the Kroger Company, GE, Procter & Gamble, LPK, Northlich and more
Highlights how to maximize return on investment in creating a powerful brand and intellectual property portfolio that can…
Using powerful storytelling and unique access to the personal perspectives of top-flight marketers who have developed truly world-class business growth programs, Pete Canalichio shows us how successful marketers have extended and expanded their brands and the challenges they have had to overcome along the way.
The LASSO model (Lateral, Addictive, Storied, Scalable, Ownable) offers a simple, accessible, and effective way for marketers to get their heads around the desired attributes of highly successful growth programs. With insightful advice, anecdotes, and tips from leading brand licensing professionals, household names like Coca-Cola and Disney, senior marketers, and inspiring individuals, Canalichio has created a measured and proven "Think Big, Get Big" framework to truly help your brand first expand, grow successfully, and ultimately thrive.
