The Father of Brand DNA on Building Iconic Brands: Peter Wilken on Brand Strategy, Purpose & Change Management

In this powerhouse episode of The Unified Brand Podcast, host Chris Outlaw is joined by globally renowned brand strategist, speaker, and author Peter Wilken—often called the Father of Brand DNA. Peter shares the story of his journey from advertising exec at top agencies like Ogilvy and BBDO to founding his own consultancy, The Brand Company, where he pioneered the concept of Brand DNA and the Brand-Centred Managementmodel. You’ll discover: Why most brands respray the car without checking the engine (and what to do instead) The key elements of Brand DNA that form the foundation of truly differentiated brands How Dim Sum Strategy delivers bite-sized, actionable tools for solopreneurs and founders Why design must come after strategy—and how to align culture, experience, and communication around your brand promise Behind the scenes of creating The Lighthouse Brand Strategy Academy to democratize effective brand building This episode is packed with decades of experience distilled into practical, strategic insight that will change the way you think about your brand. If you’re a founder, marketer, or business leader—you don’t want to miss this one. 🔗 Learn more about Peter: https://peterwilken.com 📘 Get Dim Sum Strategy: 🎓 Explore the Lighthouse Brand Strategy Academy ------------------------- Take our free 4-minute Brand Power Assessment → ⁠⁠BrandPowerScorecard.co.uk⁠⁠ Catch visual brand tips on our ⁠⁠YouTube channel⁠⁠ ------------------------- If you're a founder or marketer looking to build a brand people genuinely care about, this is a must-listen. 🎧 Take the free Brand Power Score assessment: ⁠⁠⁠⁠brandpowerscore.co.uk⁠⁠⁠⁠ --------------------------------------------------------------- Do Feel like your brand could use improving but not sure where to start? Or are you looking to build upon and grow your existing brand to create more impact? Or are you seeking an impactful, iconic and memorable logo and brand identity system? Schedule a brand discovery consultation call here - ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.elementsbrandmanagement.o.uk/schedule-a-call⁠⁠⁠⁠⁠⁠⁠⁠