Leadership has gotten dusty. With power dynamics shifting and structures crumbling, the majority of the roughly 68,600,000 search results for “how to be a leader” could use some updating. Leadership has escaped its onenote, top-down confines, and its rules are being redefined. It has become less relative (how you compare) and more instinctual (who you are). Presented June 18, 2018 at the Cannes Lions Academy, this interactive session applied Wolf & Wilhelmine's philosophy of BRAND INSTINCT to personal leadership. We outlined the shift from old to new leadership and how a new generation can embody a new form of leadership that is vulnerable as it is powerful, as authentic as it is dynamic.