Brand Is Not Your Logo: Why Strategy Beats Aesthetic Every Time

What is a brand, really?

Peter Wilken, former agency exec at Ogilvy, BBDO, and Leo Burnett joins the show to dismantle one of the biggest misconceptions in marketing: that branding is just visuals.He shares how great brands are built through emotional differentiation, internal culture, and strategic alignment - not just pretty logos and color palettes.

We also talk about:

• The difference between branding vs. brand building
• Why most small businesses think they’re “not ready” for brand (and why that’s wrong)
• How to avoid the AI-driven “blanding” of everything
• What Peter learned leading brand strategy across Asia-Pacific for global companies, and how those same lessons apply to solopreneurs today

If you’re struggling to define what your business truly stands for or how to make it stand out, this episode is for you.