Brand Strategy Is Defined by Choices with Peter Wilken

peter wilken on brand

“The best marketers never lose sight of their customers.” As a brand builder with years of agency leadership experience, Peter Wilken has seen it all. From global brands to bootstrap basics, we discussed it all on this week’s episode of the On Brand podcast.

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About Peter Wilken

Peter is a Professional Speaker, a Brand-Building Specialist and an Author. He helps individuals and organizations think and act more creatively, to manage change, address business challenges and build stronger brands.

Peter ran advertising agencies for Ogilvy and Leo Burnett, and his last corporate role was as Head of BBDO Asia Pacific – BBDO has been the No.1 Creative agency in the world for the last 13 consecutive years.

Episode Highlights

In our crowded, distracted, digital world is there still a place for the 30-second ad? I don’t always start with ‘softball’ questions like this but I couldn’t resist this week with the Super Bowl on the horizon. “Yes,” says Peter adding, “There’s something wonderful about the discipline of the 30-second ad.”

“Stop thinking about what you’re adding in and more about what you’re taking out,” Peter cautions, noting he sees many struggling with the same mistakes that businesses were struggling with 30 years ago.

“Strategy is all about choice.” You have to make decisions on both message and media. “When you understand media you don’t get driven by it. You can end up spending all day feeding the beast.”

What brand has made Peter smile recently? “My team—Southhampton FC!” Peter shared noting that British “football” (soccer to those of us stateside) is “about as tribal as you can get.” Specifically, he celebrated the smile he had over the recent win against rival Liverpool.

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As We Wrap …

Did you hear something you liked on this episode or another? Do you have a question you’d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show.

On Brand is sponsored by my book Brand NowDiscover the seven dynamics to help your brand stand out in our crowded, distracted world. Order now and get special digital extras. Learn more.

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Until next week, I’ll see you on the Internet!