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BRUCE PHILP spent nearly three decades in the business of advertising and branding, mediating between corporations who want to make money and consumers who hope to exchange some for a better life. Working with some of the world’s most famous brands, he has been in a unique position to observe how marketers and their consumers operate as two solitudes, and the dysfunction, waste, and damage that often result. In 2008, he co-authored the national bestseller The Orange Code: How ING Direct Succeeded By Being A Rebel With a Cause. Bruce Philp speaks and writes on branding at his blog, www.brandcowboy.com, and is an occasional contributor to newspaper and marketing trade journals.
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