Branding as Leadership
Bruce 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.
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.
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."
Consumer Republic dares you to consider this: The power to save the world lies with the consumer. The foundation of Bruce Philp's message is this single, inarguable truth: Brands make corporations accountable. They are the only leverage the average consumer has with which to make a company behave itself. Expensive to create, essential to making money, and more public than anything else a corporation has or does, a brand is an enormously valuable and fragile asset to them. And we consumers have the power to make it worthless. As someone who has worked on the inside, Philp knows exactly how this power can be made to work for us. Through this book he will inspire you to make every dollar you spend count. To buy less, maybe, but demand better. To make better choices. And then to speak up when you're happy and when you're not. Pin every one of these acts to a brand, Consumer Republic promises, and corporations will be forced to cooperate in making our way of life sustainable. Abandon brands, and we'll surrender the marketplace to scoundrels. Take control of them, and we can save the world.
The Orange Code: How ING Direct Succeeded by Being a Rebel with a Cause
In an industry dominated by big banks with little patience for their customers, ING Direct has always strived to be different-a rebel with a cause, if you will-and in doing so, they've become the most successful online banking venture in history.
The Orange Code recounts ING Direct's intriguing story, explaining the philosophy of its founder Arkadi Kuhlmann-who believes in the power of individuals to control their financial destiny-and his long-running partnership with Bruce Philp, the branding consultant who helped him make ING Direct a cause to its own people and a household name across North America.
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