Bruce Philp

Bruce Philp

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

What a Toxic Work Culture Does to Your Brand

Brands don't collapse overnight, they erode steadily with the slow drip of a toxic culture and ineffective leadership. Just look at Uber

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

Photo: iStock

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


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

The Modern Problem With the Mad Men Model of Advertising

Don Draper pitches to Conrad Hilton in Season 3 of Mad Men. Photo: AMC

The most successful brands earn the right to speak before they ever run their first ad. Why one brilliant message is no longer enough

Why the War Within the Ad Industry Must End

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Advertising's two camps—art and science—have never been so at odds. For the good of marketing, it's time to make peace

Why Marketing Must Maintain Moral Authority

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Marketing is rapidly becoming whatever you can get away with, and it endangers the whole business

Why You Should Be Marketing to Generation X Right Now

Photo: iStock

Brands focused on millennials are ignoring a more culturally and economically significant demographic

What Brands Can Learn from the Maple Leafs

Photo: Michael Miller [CC-BY-SA-3.0], via Wikimedia Commons

Struggles can test your conviction, but avoid the instinct to constantly reinvent yourself

Readers Choice

Specific guidelines on what you’ll get for your money, and which types of reps are worth the extra spend