LES Webinar hosted by the Brands as a Business Sector
In this installment of Pete Canalichio’s popular series, he explores the power of storytelling in brand expansion. “The ability to tell a story that people connect with is vital to a brand’s success, because stories are so important to us,” he explains. Successful licensing examples include well-known brands such as Caterpillar’s $3 billion consumer merchandise business and the NFL’s $1 billion Madden NFL game—both driven by compelling narratives that engage consumers.
Pete emphasizes the importance of storytelling in marketing, noting that it provides an intuitive way to communicate ideas and is essential to brand success. He shares a quote from marketing expert Seth Godin, “Successful marketers deliver stories that people want to believe about themselves, others, and the world.” He adds that stories not only capture the imagination but also make information more memorable and persuasive.
Characteristics of Powerful Stories
The characteristics of powerful stories include trust through consistency, detail, and conciseness. Audiences look for consistency in the story, so that it all adds up and makes sense.
Pete gives Patagonia as an example of his own brand loyalty, “They are so rich in the quality of their apparel, but they’re also so rich in their care for the globe, humanity, and sustainability…when they say something to me, they have a lot of authority.”
Stories must be both believable and concise. Brevity conveys confidence. As Mark Twain famously said, “I would have written a shorter letter if I had more time.” Pete encourages marketers to choose words carefully and keep messaging as streamlined as possible.
Brands Living Their Stories Through Universes
Pete differentiates between telling and living a story, noting that consumers expect brands to embody their narratives consistently. He describes visiting the creators of the video game Halo, where he met Master Chief, their iconic protagonist. It was a huge sculpture. He describes a series of other Halo characters, “When we walked through their spaces, we felt like we were in that Halo universe.”
He continues, “And the idea of this universe is that it gives creators the space and environment they need to roam, uncover, segue, revert, focus and elaborate storylines. And we love to be able to be pulled in…and immersed in it to forget about the real world for a few minutes.”
B2C and B2B Brands: Mythology and Storytelling
Pete contrasts storytelling approaches in B2C (business-to-consumer) and B2B (business-to-business) brands. B2C brands often focus on product vision and emotional engagement, while B2B brands emphasize improving business practices. He cites Hasbro as a B2C example and Caterpillar as a B2B brand successfully using storytelling to connect with audiences.
While writing his book Expand and Thrive, Pete interviewed former Hasbro executive Simon Waters, who advised building a shared brand story that extends beyond products and events. Integrating the product—such as a game or toy—into the narrative allows consumers to actively participate and deepen their connection to it.
Case Study: Caterpillar Brand
Caterpillar, known for its large construction and mining equipment, set out to connect more closely with consumers through a licensing program. “They created product categories that represented ruggedness and reliability,” Pete explains, including safety shoes, watches, toys, and other lifestyle products.
The idea was to create a world for the consumer so they can understand the brand. Were they successful? Pete answers. “Now, after 25 years, the licensing business drives more than $3 billion in consumer merchandise. It created massive awareness. But it’s still dwarfed by the $67 billion that its core business generates.”
NFL Story and Licensing
Pete highlights the NFL as a multi-billion-dollar brand that has expanded across numerous channels and into global markets. Initiatives like Fantasy Football have broadened fan engagement by encouraging interest across teams.
The Madden NFL video game is a great example of a license that recreates the NFL. Pete mentions, “EA Sports (Electronic Arts) owns this platform and has successfully licensed it for 26 years!” Madden NFL, combined with Fantasy Football, enables consumers to get right in the game. “This is very exciting for fans and encourages consumer engagement with the brand,” says Pete.
Other Fandoms and Universes
Pete also points to global properties and fandoms, such as Wimbledon for tennis, Formula One for car racing, the All Blacks for New Zealand rugby, and the NBA for basketball, all with huge fan bases and followings. Pete highlights the unique characteristics and histories of these brands with examples of their impact on consumer engagement.
The Winter Olympics in Cortina, Italy, also have an international fan base. Pete tells of his excitement for those games and his work on the Sochi Olympic Games for Coca-Cola and pin trading, which he discussed in depth in Part 2 of Brand Expansion on May 7, 2026. He emphasizes the importance of creating compelling stories and universes for these fandoms.
Summary and Key Takeaways
Pete concludes with several key insights: “Great marketers tell stories that people want to believe. They must continuously build narratives to reach buyers.” He underscores the importance of aligning a brand’s story with the consumer’s world.
He closes with his LASSO framework, outlining five measures of brand expandability:
- Create a continuous story that makes the product more accessible.
- Extend the story through content marketing across multiple channels.
- Collaborate with partners to create cohesive, meaningful connections.
- Define a clear purpose, vision, and mission.
- Maintain consistency to support a multi-layered, multi-channel brand.
Together, these principles demonstrate how storytelling serves as a powerful engine for brand growth and long-term engagement.
LES Members can access a FREE recording of this webinar:
Brand Expansion & Licensing Part 6 – The Power of Stories, January 14, 2026
https://members.lesusacanada.org/store/viewproduct.aspx?id=26891076
Pete Canalichio, Founder and Managing Partner, Brandalive – Bio
“Every brand owner and organization has the right to expand, grow and ultimately thrive. That is why I have made it my mission to develop tools, talks and training designed to inspire, educate and empower you to achieve all that is possible.” 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.
Get Social