Bruce Philp

Bruce Philp

Bruce Philp is a brand strategy consultant and author of Consumer Republic, winner of the 2012 National Business Book Award.

Why You Should Focus Your Pitch on Feelings Not Facts

From Brexit to the U.S. election, we’re no longer living in an age of reason. When pseudo-logic is everywhere, emotional marketing is what breaks through

Why It Pays to Build Your Own Brand Land

The interior of one of the first Niketown locations. Photo: James Leynse/Corbis/Getty

Smart brands are setting up shop—literally—to showcase their products and sensibilities to curious consumers

Why Great Customer Service Is the Best Kind of Marketing

Photo: Alubalish/iStock

Finding new clients is expensive—and getting more so. Focus on keeping existing ones happy

Why There’s No Such Thing As “Digital Marketing” Anymore

Illustration: iStock

Marketers are confusing the essence of the job they do with the tools they use to do it, and it’s dangerous

Why Nostalgia Is Such a Powerful Branding Tool

Photo: Mario Beauregard/CP

Handle your brand’s history with care. In an age of endless novelty, it’s one of your greatest assets

Why Cynicism Doesn’t Make For Great Marketing

Crumpled adhesive notes with smiling faces

There’s a toxic cynicism haunting the marketing community these days, but to be any good at this job, you need to believe

The Truth About Branding

Geek Squad founder Robert Stephens famously said “Marketing is the price you pay for being unremarkable.” Photo: Andrew Harrer/Bloomberg/Getty

Prominent skeptics say if your product is good enough, you don’t need branding. Here’s why they’re wrong

Why Early Adopters Make the Best Leaders

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Don’t wait for underlings to show you the future—blaze your own exploratory trail. The case for tinkering with technology

The Right Way to Pick an Ad Agency

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Selecting your marketing mouthpiece is a notoriously fraught task. There’s no science, so you should embrace the art

How to Recover From a Corporate Scandal Today

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Brands can no longer win in the court of public opinion. Why you should save the CEO crocodile tears and focus on fixing things quietly

The Incremental Approach to Marketing Success

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Growth hacking is all the rage, but marketers are letting the techies run away with it. Why they need to embrace a new way to generate brand awareness and demand

Readers Choice

A tour of the front lines can be transformative, but only if it’s genuine