The Lighthouse Brand Builders Podcast

The Lighthouse Brand Builders Podcast

By Peter WilkenEducation
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The Lighthouse Brand Builders Podcast episodes

  • Escaping Your Bubble to Think Better

     

    We broke the rules and it changed everything.

    What happens when you challenge the traditional agency model and invite your client into the creative process?

    In this episode, I share how a bold, unconventional approach led to a breakthrough idea for Mirinda.

    Would you trust your clients enough to create with them, not just for them?

    8 min
  • The Entrepreneurial Side of Creative Thinking (Creative Thinkers Part 2)

    Creative thinkers challenge the rules. Entrepreneurs build new ones.

    In this episode, I explore how creative thinking and entrepreneurial drive often reinforce one another. From questioning assumptions to treating failure as part of the process, these traits explain why many entrepreneurs begin as disruptive thinkers.

    7 min
  • The Mindset of Creative Thinkers (Creative Thinkers Part 1)

    Creative thinkers don’t stop at the first right answer.

    In this episode, I explore the mindset that separates creative thinkers from everyone else. From prolific idea generation to challenging patterns of expectation, these traits shape how innovation and breakthrough ideas emerge.

    8 min
  • Ethics, Power, and Turning a Blind Eye

    Integrity is tested when no one is watching.

    In this episode, I share an early career lesson about expense approvals, power, and the quiet pressure to overlook questionable practices. It is a reflection on how ethical compromises become normalised and why leadership requires moral courage as well as strategic skill.

    6 min
  • Business, Booze, and Knowing Your Limits

    Know your limits before they find you.

    In this episode, I reflect on the business culture of working with Seagram and the era of liquid lunches. From client expectations to a painful lesson involving a Long Island Iced Tea, this is a story about boundaries, judgement, and knowing your limits.

    9 min
  • Cutting Loose Anchors, Investing in Angels
    What you tolerate slows you down.
    In this episode, I unpack the idea that successful organisations do two things well: solve problems swiftly and seize opportunities faster than competitors. Using the metaphor of cutting loose anchors and investing in angels, I explain why inaction carries a hidden cost.
    8 min
  • How to Stand for Something (10 Commandments Part 2)
    If you try to appeal to everyone, you will resonate with no one.
    In this episode, I unpack why standing for something requires discipline and focus. I share practical guidance on segmentation, why most brands should define no more than three to five key audiences, and why clarity creates authority.
    9 min
  • The Ten Commandments Explained (10 Commandments Part 1)

    The foundations of great brands are surprisingly simple.

    In this episode, I share the origin of the Ten Commandments of Brand Building and why I condensed decades of experience into ten practical principles. It begins with a simple idea: stand for something, and build everything else from there.

    9 min
  • Truth About Creative Culture Inside Companies

    You can feel culture the moment you walk in.

    In this episode, I unpack what creative culture really looks like inside organisations. Drawing on experience and a simple framework from Harvard Business Review, I explore why culture is shaped by truth, trust, and everyday behaviour, not slogans, perks, or posters.

    9 min

About The Lighthouse Brand Builders Podcast

From the publisher's feed

Hosted by Peter Wilken—a seasoned brand strategist, published author, speaker, and founder of The Lighthouse Brand Strategy Academy—this podcast is your go-to resource for actionable insights and proven strategies to build a thriving, brand-centered business.