Author, Branding Expert
In his speeches, Bruce Philip explores the changing relationship between consumers and corporations as driven by emerging forms of communication. He points out that companies use social media not only to interact with clients and customers but also to survey opinion. He argues that an implication of this is that businesses will be forced to listen to consumers once their views coalesce around common themes. Branding, then, becomes key to a company's success.
With 30 years of branded marketing experience under his belt working with fortune 500 companies such as Toyota and Molson, Philip knows a thing or two about the importance of branding. In addition, he has written several books on the matter. These include a national bestseller, 'The Orange Code: How ING Direct Succeeded By Being A Rebel With A Cause' and, 'Consumer Republic: Using Brands To Get What You Want, Make Corporations Behave, And Maybe Even Save The World.'