Slicing Through The Noise
This exciting channel dives into real leadership stories from Australia, offering a behind-the-scenes look at the challenges, setbacks, and triumphs of business leaders.
Hear firsthand how they navigated adversity and turned obstacles into success. Even more special, our guests are past clients of Integrity and Values who have been deeply influenced by our programs.
Be part of an exciting new journey with our founder and podcast host, Jennifer Elliott.
Slicing Through The Noise
Brand Energy in the Attention Economy — with Peter Drinkwater
In this episode, Jennifer Elliott speaks with Peter Drinkwater, founder of House of Brand, about how leaders can build brand energy that cuts through the noise. Peter unpacks the attention economy, why authenticity now outperforms polished messaging, and how organisations can create signals people want to engage with rather than push content that gets ignored. This conversation is practical, direct, and highly relevant for CEOs, founders, and senior leaders navigating cluttered markets.
What you’ll learn:
• How brand energy works and why it matters
• Why attention is earned, not bought
• The shift from messaging control to meaningful connection
• Practical examples of brands creating momentum without massive budgets
01:10 – Peter’s Early Career
How a finance background shaped his understanding of value, customers, and commercial decision-making.
05:20 – What “Brand Energy” Really Means
Peter explains how brand energy is created, why it matters, and how it differs from traditional branding.
08:45 – Competing for Attention
The rise of the attention economy and why quality, not volume, now determines engagement.
11:30 – Authenticity as a Competitive Advantage
Why audiences respond more to genuine signals than polished messaging—and how leaders can use this.
15:40 – Story: When Simplicity Outperformed Big Budgets
Peter shares examples of small ideas generating outsized attention compared to expensive campaigns.
20:50 – How Energy Spreads Through a Market
Understanding momentum, resonance, and what makes people share or talk about your brand.
25:30 – The Leader’s Role in Creating Brand Energy
Decision-making, clarity, and internal alignment as drivers of brand impact.
30:05 – Connecting Emotionally Without “Performing”
How leaders can communicate naturally without forcing personality or over-curating their image.
35:40 – Brand Building in Noisy, Competitive Categories
Examples of brands finding a distinctive edge in crowded markets.
41:00 – The Risks of Trying to Control the Message
Why over–managing communication suppresses energy and reduces authenticity.
45:20 – Using Curiosity & Insight to Build Followership
How leaders can turn insight, humour, or candour into attention that compounds.
50:10 – Making Brand Decisions at Speed
Peter’s advice for leaders making strategic calls in fast-moving environments.
55:40 – Practical Actions for Leaders
Where CEOs should focus first: internal clarity, emotional relevance, and consistent signals.
59:30 – Final Insights & Takeaways
Peter’s advice to leaders navigating complexity and the attention economy.
Thank you for listening to 'Slicing Through The Noise' the podcast that uncovers real stories behind impactful leadership in Australia and around the world.
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