Brand expansions with Coca-Cola were the focus of the first session in this LES webinar series, presented by Pete Canalichio, author of Expand, Grow, Thrive. In this opening webinar, Pete shared insights from his branding experience and introduced the LASSO framework for brand expansion.
He stated, “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 emphasized that each brand is its own universe—and that successful branding invites customers into that universe. A brand should engage the end-user, making them feel seen and fulfilled.
The LASSO Model
Co-created by Mark de Soma and Pete Canalichio, the LASSO model includes five key metrics: Lateral, Addictive, Storied, Scalable, and Ownable. Brands that exemplify the “lateral” concept include Bulgari, Pantone, and Better Homes and Gardens—all of which have extended their brand in unexpected but effective directions.
Pete discussed how addictive brands keep consumers coming back. He cited Starbucks and Pokémon Go as examples, highlighting how these brands balance consistency with surprise to drive repeat engagement.
Storytelling is also crucial to brand identity. He pointed to Disney’s Star Wars expansion through “Rogue One” as a case in which brands build a customer journey that feels both familiar and new.
Coca-Cola is a prime example of a scalable brand, built around the universal themes of happiness and celebration. Pete shared, “I worked with Coca-Cola on Olympic programs, where we created a series of categories that licensees manufactured on behalf of the Coca-Cola Company, and then they sold at Olympic events.” He noted that Coca-Cola’s success lies in its ability to scale globally due to its universally resonant brand identity.
Pete also emphasized that brands are ultimately “owned” by consumers, with executives serving as stewards. The backlash over New Coke—and the eventual relaunch of Coca-Cola Classic—illustrates how consumer sentiment can drive major corporate decisions.
Brand Expansion and Coca-Cola Pin Trading – Part 2, May 7
In the second session of the series, Pete Canalichio focused on Coca-Cola’s long-standing Olympic sponsorship, which began in 1928, and its unique role in Olympic pin trading. He recounted Coca-Cola’s success in securing the rights to operate an Olympic Pin Trading Center at the 1998 Nagano Games—a wildly popular venue.
“There’s one overriding question,” Pete said. “Why would people line up outside of the Coca-Cola Pin Trading Center at midnight in Nagano?” His answer: “The magic of pins.”
Pin trading, he explained, is deeply embedded in the Olympic experience. With roots in the 1896 Athens Games—when pins were made of cardboard to identify athletes and officials—pin culture has evolved into a way of breaking down barriers and building connections.
At the Nagano Olympics, Coca-Cola offered more than 500 unique and colorful pin designs, featuring icons and flags from around the world. Trading a pin became a moment of personal connection—a memory that would last for visitors long after the Games.
Pete also discussed the logistical and regulatory challenges of building the Pin Trading Center. It required approvals from both the Nagano Olympic Organizing Committee and the International Olympic Committee. Due to Japanese building codes, it also had to be constructed to last for 30 years.
The program required extensive collaboration. Pete recalled, “At a four-hour meeting in Tokyo in 1997, we had to justify to the Olympic Committees why they should allow Coca-Cola to create a co-branded program.” He convinced them with a powerful data point: “All I can tell you is, we sold about $1 billion of branded merchandise last year. So, that won the day.”
Highlights of the Pin Trading Program:
- Every pin sold, surpassing financial targets
- Created a pin trading frenzy—some resold for hundreds of dollars
- Drew 450,000 visitors to the Coca-Cola Pin Trading Center
- Generated $1 million in royalty revenue
Pete concluded, “The success of this program did not depend on logic. The pin trading program was successful because people responded in ways that transcended common sense. They wanted to be part of this experience.”
Be sure to join Pete Canalichio for Brand Expansion & Licensing – Part Three on June 18
https://members.lesusacanada.org/events/EventDetails.aspx?id=1949928&group=
LES Members can access FREE recordings of these past webinars:
Brand Expansions and the LASSO tool – Part 1, April 9
https://members.lesusacanada.org/store/viewproduct.aspx?id=25624755
Brand Expansion and Coca-Cola Pin Trading, Part 2 – May 7
https://members.lesusacanada.org/store/viewproduct.aspx?id=25721607
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.
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