Peter is a Chartered Marketer certified by the Canadian Marketing Association and a CASSIES & Cannes award-winning consumer expert.

"Wake Up Sleepy Brands™”

is Peter's lifelong professional signature.

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 He builds frameworks for Brand Management.

The blueprints that help people and brands Find New Growth™.

He uses the insight he acquired over 3 decades as a senior marketing executive running some of the world's best known brands in tier-1 companies in Canada and globally like Pfizer, Nestle, J&J, Smucker, Warner Lambert and Kellogg and in multinational advertising agencies like JWT and Leo Burnett.

He is the CMO and Founder of Brand Igniter® Inc., the marketing firm that commercializes his frameworks  for brand management and that provides marketing consultancy to organizations across several industries including  Queen's Executive Education, Mondelez International, IT Sightline, Nexxt Intelligence,  PURO Inc., Kerecis and Buchanan Group.

In addition to BrandWars™,  his frameworks for brand strategy and consumer persuasion include  BrandIdea™, BrandMI™,  BrandRoot™ and BrandVoice™

Peter is involved in the industry as a judge for major marketing awards shows including the Effies, the CMA awards and the YouTube awards.

Peter is also mentor to senior marketers in the Mentor Exchange Program from the American Marketing Association.

As part of his practice, he runs worksessions and workshops helping executives apply the principles of brand positioning to develop their personal brands.