Using brands to get what you want, make corporations behave, and maybe even save the world.
Consumer Republic is premised on the uncomfortable truth that brands give consumers power over the marketplace that’s more political than commercial. Brands make corporations accountable for their actions and, now more than ever, they give those corporations something valuable to lose if they fail us. Consumer Republic faces consumers with that power, explains how we got it, and then shows how the choices we make at the cash register can change our own lives, the way that corporations go to market and, ultimately, our entire way of life. Just as an engaged citizen is essential to an effective democracy, so an engaged consumer is the key to a sustainable free market, says Consumer Republic. This book is a challenge to all of us who consume to vote with our money… and to marketers to be ready for a future in which they will face their customers eye to eye.
In 2012, Consumer Republic was honoured with the National Business Book Award. Here’s some of what reviewers had to say:
“[a] persuasive and refreshing defence of brands and the power that consumers can wield over corporations.”
Winnipeg Free Press
“If Bruce Philp was in charge of the revolution, we’d all be a part of the “Occupy the Mall” movement… funny and straightforward, he doesn’t shy away from complexity, even when that means holding consumers themselves responsible.”
“Philp’s clear-headed and entertaining observations might save you from the coming brandpocalypse.”
Report On Business Magazine
“An utterly foundation-shaking argument… Astounding.”
Terry O’Reilly, CBC Radio host and author of “The Age of Persuasion”
“Consumer Republic marks the beginning of a new age in marketing.”
Mitch Joel, author of “Six Pixels of Separation”
“Bruce Philp is a master of his subject… Consumer Republic bristles with insight and with wit.”
Stephanie Nolen, author of “28: Stories of Aids in Africa”
“…an upbeat message at a time when many people around the world are feeling disempowered by corporate power.”
The Georgia Straight
“…leads the way to the world of tomorrow- where consumers and brands cooperate to put an end to senseless consumption… a must-read.”
Rahaf Harfoush, author of “Yes We Did: An inside look at how social media built the Obama brand.”
“…clever, often funny, and perceptive of contemporary marketing… an engaging and topical read.”
The Vancouver Observer
“Consumer Republic is a manual instructing modern consumers on how to take the power position in their relationships with corporations… Readers would be well-advised to pay attention.”
Quill & Quire
“Philp writes in such a convincing and authoritative manner you wonder if he might just be right.”
“It is essential we all read this book.”
The Toowoomba Chronicle
Consumer Republic is on sale in Canada, published by McClelland & Stewart. You can order your copy here.
It’s also on sale in Australia and New Zealand, published by Scribe Publications, and available there at popular retailers.
The Emblem paperback edition is distributed by Random House in the US. It’s available at popular retailers, or you can order it here. A Kindle version is also available. If you use an iPad or other mobile device, you might prefer Google’s e-reader version. It’s here.
Once upon a time, corporations had more important things to worry about than their brands. Branding was the business of marketers and ad agencies, and brands were merely labels they put on products that, mostly through the power of advertising, would somehow make them more attractive and profitable. In the Industrial Age, branding was a relatively simple thing. No more. An empowered consumer, a fractured media universe and post-industrial business models have turned brands from something consumers learned about during commercial breaks into something they judge from experience. And that has turned branding from a marketing imperative into an organizational one. The Orange Code is the story of one remarkable leader’s journey to create a great brand by creating a great corporate culture, and a successful enterprise powered by purpose.
The Orange Code debuted as a bestseller in Canada, was honoured as a best business book of 2008 by 800CEOReads and The Library Journal among others, and was a TED conference bookstore selection in 2009. Read the Wall Street Journal’s review here. The Orange Code is published by John Wiley & Sons, and is now available in paperback. Here’s a video of Arkadi and Bruce discussing The Orange Code at an Authors@Google event:
And you can order a copy of The Orange Code here.