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.
