"CREATIVITY WITHOUT UNDERSTANDING AND DIRECTION, IS ART. UNLIKE ART, HOWEVER, MARKETING CANNOT BE APPRECIATED FOR ITS OWN SAKE—IT IS APPRECIATED FOR WHAT IT DELIVERS."
Peter admits that the concerto model is an overnight success, 32 years in the making.
"Years ago it struck me that the traditional marketing process is flawed. There's little certainty in a beauty contest--consistent results have to be about more than pretty pictures.
Creativity without understanding and direction, is art. Unlike art, however, marketing cannot be appreciated for its own sake--it is appreciated for what it delivers."
So he has dedicated his career to arming his clients with truly insightful brand strategies that consistently deliver positive outcomes, time after time.
Peter has worked with some of North America's most respected brand names, and some of North America's most ambitious entrepreneurs.
"Obviously the size and scope changes, but the principles, processes and discipline to stay the course is remarkably similar. The size of the organization has nothing to do with success. In fact, the satisfaction in helping an early-stage entrepreneur develop a killer brand strategy is every bit as rewarding as identifying and successfully exploiting a specific new business opportunity for a large, established business."
Peter has a Bachelor's degree from Thomas Aquinas College in California, and a Master's from the University of Notre Dame in South Bend, Indiana. He is a past Director and Chairman of the Board of The Eagle Ridge Hospital Foundation, a Director of HEROS, a charter member of the Vancouver Chapter of Legatus, and a charter member of The Notre Dame Club of British Columbia.
In 2012, Peter was presented with the Queen Elizabeth II Diamond Jubilee medal in recognition of his charitable and community service.