Bruce Philp
Branding as Leadership
Bruce Philp thinks capitalism is worth saving, and the best place to start is at the mall. He believes branded marketing is the last great democracy: the most direct means by which our desires shape our world. And he would know. A 30-year veteran of brand strategy, he's seen first hand how interdependent consumers and corporations really are. Book SpeakerBruce Philp has advised numerous Fortune 500 companies as a brand strategist, from Tylenol to Toyota, Procter & Gamble to Molson. It's a job he characterizes as "an endless search for common ground between the corporation and the consumer." But it was his work with one brand—ING Direct, which he helped create in 1997—that drove home for him how powerful that connection can be. Along with its founding CEO, Arkadi Kuhlmann, Philp told the story of that revelation in The Orange Code: How ING Direct Succeeded By Being A Rebel With A Cause. Published in 2009, it became a national bestseller.
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The Consumer Republic: Mastering the post-digital marketplace
There's no doubt the relationship between consumers and corporations is changing, but where is it really going? Is there life after 'Like'? In this engaging, surprising and sometimes funny presentation, you'll discover that what seems to be a technological disruption is really a return to the social roots of commerce. The soul of consumerism turns out to be political, corporations are running for election every day, and the media revolution is finally liberating consumers to take back the democratic power they were always meant to have over the marketplace. With real life examples and stories that take us from consumerism's 17th century birth to the rise of social media, Bruce Philp reveals the political dance that commerce truly is, how this is turning us all into marketers, and how to make that the best job in the world.
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The Rebel Brand: How the tools of brand strategy can make better leaders, stronger teams, and more valuable companies
The most enduring lesson of The Orange Code is that branding and leadership are inseparable ideas in modern business. The best brands in the world, the ones we admire the most, function more like young nations than like corporations, nations that share a common sense of purpose, culture and ways of getting things done. Brands integrate these things and make them sustainable, and they focus leadership on what matters. In this presentation, Bruce Philp draws on his experience working with CEOs, his own hard lessons as an entrepreneur, and his skills as a brand strategist to show how all of us, whether we lead a corporation, a team, or are simply presenting ourselves to the world, must face the same fundamental, existential questions as any branded product does. Personal, thought provoking and inspiring, this presentation brings the secrets of branding to the task of leadership, challenging each of us to be "a rebel with a cause."
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VIDEO: Charles Fishman, author of The Big Thirst, says that every #water crisis is essentially a local water crisis: http://t.co/YqEfwY2xcB
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