Bruce Philp


Bruce Philp

Brand Strategist

Bruce Philp believes that branded marketing is capitalism’s best hope for redemption. Through his foundation-shaking talks, Philp shows audiences how to find profitable common ground between corporations and customers. A passionate advocate for brands as the keys to a democratic marketplace, Philp boasts more than 30 years of marketing experience advising clients such as Procter & Gamble, Johnson & Johnson, and Rogers Communications.

Philp is the author of two bestselling books, 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, which won Canada’s 2012 National Business Book Award; and is  a regular columnist for Canadian Business magazine.

Philp has also taught brand strategy at the university level.

The Rebel Brand

Based primarily on Bruce Philp’s book The Orange Code: How ING Direct Succeeded By Being A Rebel With A Cause, and grounded in Bruce’s career-long practice, this talk is about the inseparability of leadership, purpose and branding, and how treating a brand as an organizational constitution builds enterprise value.

Consumer Republic

Bruce Philp explains how consumers hold the power in the marketplace and how the choices they make at the cash register can stand to change marketplace. Just as an engaged citizen is essential to an effective democracy, so too is an engaged consumer the key to a sustainable free market. Bruce challenges brand leaders and corporations to step into the minds of consumers who vote with their money, and to get ready for a future in which companies must face their customers eye to eye.