Brand Strategy Is Defined by Choices with Peter Wilken

On Brand with Nick Westergaard

“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.

About Peter Wilken

Allie Hembree Martin is a veteran brand and communication strategist with 10+ years of experience and owns Fame and Fortune. Fame and Fortune helps brands share their messages through a host of public relations and marketing tools. Allie received her bachelor’s degree from Western Kentucky University in Broadcast Journalism and her Master’s in Business Administration from Midway University. In 2019, she was named Public Relations Society of America’s Rising Star.

She formerly worked in public relations for Amazon, Alltech, Kendra Scott, and the International SPA Association. Allie produces and hosts a podcast called Selfish, a show dedicated to self-care for entrepreneurs. You can find her at IWantFameFortune.com.

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.

To learn more, go to peterwilken.com.

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 Now. Discover 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!

Learn more about your ad choices. Visit megaphone.fm/adchoices