The market doesn’t care about scorecards. It cares about impact.
In this episode, I continue the Lipton Ice Tea story and share what happened after the campaign was heavily criticised. Despite receiving the lowest evaluation Unilever had ever given, the work went on to outperform every Lipton campaign globally. A lesson in trusting results, not rigid systems.

The market doesn’t care about scorecards. It cares about impact. In this episode, I continue the Lipton Ice Tea story and share what happened after the campaign was heavily criticised. Despite receiving the lowest evaluation Unilever had ever given, the work went on to outperform every Lipton campaign globally. A lesson in trusting results, not rigid systems.

When the Market Proves You Right (Lipton Part 2)

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.

Drawing from decades of experience working with some of the world’s most iconic brands, Peter shares timeless lessons and practical tools to help solopreneurs, business owners, and brand strategists define their unique Brand DNA—the foundation of every great brand.

Whether you’re looking to gain clarity, confidence, or direction, each episode offers valuable takeaways inspired by the step-by-step process taught in the CBO Masterclass, an accessible online program designed to empower you with the strategies used by top consultants—without the hefty price tag.

Tune in for expert advice, real-world examples, and thought-provoking conversations to help you position your brand for long-term success.

For more resources and to explore the CBO Masterclass, visit https://www.peterwilken.com/brand-strategy-masterclass

Education

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. Drawing from decades of experience working with some of the world’s most iconic brands, Peter shares timeless lessons and practical tools to help solopreneurs, business owners, and brand strategists define their unique Brand DNA—the foundation of every great brand. Whether you’re looking to gain clarity, confidence, or direction, each episode offers valuable takeaways inspired by the step-by-step process taught in the CBO Masterclass, an accessible online program designed to empower you with the strategies used by top consultants—without the hefty price tag. Tune in for expert advice, real-world examples, and thought-provoking conversations to help you position your brand for long-term success. For more resources and to explore the CBO Masterclass, visit https://www.peterwilken.com/brand-strategy-masterclass

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When the Market Proves You Right (Lipton Part 2)

When the Market Proves You Right (Lipton Part 2)