This is who we are
GWP Brand Engineering is a Canadian
company founded in 1996.
Our motto is Everything is strategic.
We believe consumers, or as we at GWP call them – people – have a mostly rational relationship with what your product does, but can have a very emotional relationship with your motives for making it. Our job is to uncover what makes your brand great rationally and emotionally.
Then tell stories.
Want to meet this guy? Here’s how he describes himself on LinkedIn.
“I’d rather tell you about me over a meal in a bistro but here goes. My journey to this profile is one of creating brands, refreshing brands and connecting brands. I'm attracted to people with perverse resolve and maverick brilliance. They’re called founders. I'm a predator of bon mots and good ideas. Can you picture the kind of person I am yet? No? Let me keep going then. I have an outgoing personality and talk over everyone around me, but, sure, let's go with 'blow Hard.' I didn't write a childhood letter to Enzo Ferrari or Bobby Hull. Instead, I fished in the Adriatic using canned hot dogs as bait, lived in four countries before turning twelve and never actually caught a fish until I was in my twenties. (I guess each of us has a characteristic way of showing up in the world.) The kindest thing someone can do for me is to say something original. Let's connect and explore the uncharted territories of ideas and inspiration to grow your business together. Oh and, was this any help?”
For Philippe Garneau, every guy is just some guy.
This is who Philippe Garneau, co-founder of GWP Brand Engineering is.
Philippe and GWP helped brand engineer the first ever virtual bank on the planet ING DIRECT and creative directed all its communications for over 13 years—both in Canada and in the U.S. Philippe and GWP launched Expedia.ca and stewarded the brand for over a decade. In 2007 when the CBC needed to manage its brand during the employee lock-out Philippe’s pen was behind their communications. Philippe gave Buckley’s cough syrup a taste of what it feels like to be Canada’s best-selling cough syrup. In 2009 GWP named, positioned and launched Intact Insurance, Canada’s largest home and auto insurer. In 2016 Philippe brand engineered Borrowell.com one of Canada’s leading Fintechs.
Philippe is often sought as a commentator on a broad range of marketing topics. In his limited spare time, Philippe has been a guest lecturer at Canadian colleges and universities and taught advertising copywriting for two years at OCAD University in Toronto. He is currently on the board of the Canadian Chiropractic Research
Milestones
What’s our forte, our greatest strength?
Our skill for engineering voluntary, lasting, consumer engagement.
Let’s pause on the word ‘voluntary’. It was once thought that advertising was about colonizing the consumer’s mind, ambushing their thoughts and somehow making them do something they didn’t want to. Thank goodness this moment in advertising has passed.
When we say ‘voluntary engagement’ we are setting the bar much higher. Our branding work is about earning the loyalty and love of the customer by fitting into their lives, by engaging them on an emotional level. What can we say, it’s a calling.
What people are saying bout GWP
Expert Allies
Or put another way, famous brands we partner with as often as possible.
click to learn more. or just ask us.
We love to talk about our partners.