Phil founded the Brand & Reputation Collective (the BRC) because, after more than 25 years helping understand and manage some of the world’s most well-known and complicated brands, he realised the way we are doing things won’t work anymore.
Managing brand and reputation together is necessary, but not easy due to traditional silos between marketing, corporate communications and other functions – and the crush of other day-to-day business demands.
With the BRC he has created a new way of bringing leaders together to manage brands and reputations. He believes the best brands recognise emotional engagement and brand credibility are just as important to stakeholders as they are to consumers. No matter what audience we want to support us, they are people first. Complicated, well-intentioned and not always rational people.
Phil has created or co-created a variety of approaches to successful stakeholder engagement and reputation management. He regularly publishes and speaks about corporate reputation, corporate communications strategy and brand management, and is passionate about the importance of active listening to good communications. He brings deep insight, creative thinking and senior counsel to his clients’ brand and reputation challenges.
Prior to creating the BRC, Phil worked at senior levels with the world’s leading communications agencies, including the Brunswick Group, Weber Shandwick, APCO Worldwide, and Leidar, advising clients on reputation, brand and issues management. He has worked across sectors and around the world for organizations such as Airbus, Abbott Nutrition, The Bill & Melinda Gates Foundation, BT, The Coca-Cola Company, Danone, Diageo, GE, G4S, Google, Inditex, Itau, Kellogg’s, Nestle, Novartis, OPEC, Pfizer, Rexam, SAB Miller, Schroders, Smith & Nephew,The US Department of State, and Zurich.
Phil is a dual national (US/UK) and started his career at the United States Information Agency, now part of the US Department of State, where he helped policy makers understand and manage one of the world’s most complicated brands – the United States of America.