Peter Wilken

Peter Wilken, a branding expert and author whose impressive resume includes work with brands like Coke and BMW, shares valuable insights into the intersection of optimism and creative leadership. He emphasizes that true optimism is linked to agency and vision, rather than blind faith. Peter reveals the concept of 'brand DNA,' a critical framework for maintaining a brand's relevance. He also discusses the nurturing of breakthrough ideas, underscoring the importance of protecting initial creative sparks as they mature into impactful concepts.