Podcast appearances and mentions of emmanuel probst

A bumper edition of the Cannes Sessions Daily Round Up today. I started the day over at the LinkedIn rooftop where all things B2B have been discussed all week and this morning I caught, Rita Kirwan, Lauren de Boer & Tom McAleer to get their take on the state of B2B.I then headed out (in the rain...I know can you believe it) to the RTL Ad Alliance beach where I saw a panel being hosted by Emmanuel Probst of IPSOS. And right after that Justin Reid and Lara Krug from the Kansas City Chiefs took to the stage and I was able to chat to Lara before she took to the stage about her role as CMO with one of the most successful franchises in the NFL. I took some time out to catch up with some of the Young Lions, Lorna Tutty joined me with some good news about how she is getting on and then Alexandra Jakljusina & Tyla Nofal came straight out of their presentation to give me the low down. I was able to catch up Jamie Fulham and Lorna Begley of Diageo, they have won 2 Silver Lions with Baileys Sound Scales. Finally I rounded out the day at the creators terrace to hear from Marc Hustvedt President of Mr.Beast in conversation with X CEO Linda Yaccarino and managed to track down one of my favourite brands, E.L.F Beauty, where I got to say hi to Kory M again and hear from Patrick O'Keeffe. So another jam packed day at Cannes, the final round up will come out tomorrow and then I will be releasing episodes I have recorded at the festival throughout the summer months, so lots of great interviews coming your way with the likes of Karandeep Kapnay of Duolingo, Mark Ritson, Karen Nelson-Field, Jon Lombardo & Peter Weinberg, Gerry D'Angelo and many many more.Thanks to Freedman International for their support. Hosted on Acast. See acast.com/privacy for more information.

Ever wondered how new brands manage to make it big in crowded markets? In this episode, we sit down with Emmanuel Probst, an expert in branding and marketing strategies, to explore the world of challenger marketing. We dive into the strategies that underdog brands use to stand out and capture market share. Emmanuel shares fascinating stories of brands like Liquid Death and Celsius, showing how they beat the odds and became major players in their industries. From building emotional connections to expanding into new markets, we cover it all. If you're curious about what it takes to make your brand shine, this episode is a must-listen!

In the midst of Super Bowl fever, when we are surrounded by marketing marvels, brand experts, and commercial showdowns, there's one luminary whose insights shine brighter than the halftime show fireworks: Emmanuel Probst! Emmanuel's background combines over 17 years of market research and Marketing Experience with strong academic achievements. At Ipsos, Emmanuel supports numerous Fortune 100 companies by providing them with a full understanding of their customer's journey.   Join us for a shiny, insightful conversation, and let's transform the MRX industry one Friday at a time!

Discovering Your True Brand Purpose Through Self-Discovery In this episode, we dive deep on strategies for uncovering your authentic brand and connecting meaningfully with your audience with Emmanuel Probst.Learn simple but effective tactics for discovering your hidden talents and how to weave them together into a cohesive brand story.We discuss how to go beyond surface-level branding like logos and fonts and instead use storytelling to convey your transformation journey.Emmanuel stresses the power of empathy, listening, and asking the right questions to uncover your purpose and share it authentically.If you feel stuck figuring out how to stand out in a crowded market, this conversation provides thought-provoking and practical inspiration for getting clarity on your brand. Tune in to begin unlocking your potential on the journey to brand freedom!Unlock 3+1 degrees of freedom (time, location, financial + health) with our 5-Point Blueprint! https://elevateequity.org/podcastgiftIf you really enjoyed this content and are looking for more, you can continue to learn more about us in several different places for free! on our website for blogs & other podcast interviews! elevateequity.org our YouTube channel! youtube.com/channel/derekclifford our book/audiobook! amazon.com/dp/ebook If you'd like to have a FREE copy of our 7 Ways Commercial Real Estate Syndications Protect and Build Wealth, simply click the link below. We are here and vested in your long-term success! elevateequity.org/7waysEbook

Summary In this episode, Emmanuel Probst discusses the challenges of a global culture and its impact on brands and human interaction. He emphasizes the importance of cultural relevance for brands and how they need to be attuned to culture to succeed. The conversation also explores the changing landscape of culture and creativity, with the rise of AI and its impact on the creative industry. The discussion touches on the differentiation between skill set and talent, the shift towards local and personalized culture, and the future of global culture. The episode concludes with insights on managing expectations and shaping one's niche in the creative industry. In this conversation, Emmanuel Probst discusses the role of technology and AI in photography and how it has transformed the creative process. He emphasizes the importance of leveraging these tools to become a better artist and create unique, personalized work. Additionally, Probst explores the concept of creating culture at a global level and highlights the significance of expressing oneself rather than focusing on the goal of global recognition. The conversation delves into the interconnectedness of human beings, products, and the impact of technology on our world. Takeaways Technology and AI have revolutionized photography, allowing artists to take and edit a larger number of photos and shape their creative identity. To become a better artist, it is essential to embrace technology and AI rather than being a passive user. Creating culture at a global level starts with expressing oneself at a local level. The goal of creating culture should be self-expression rather than seeking global recognition. Chapters 00:00 Introduction 01:23 The Importance of Cultural Relevance for Brands 03:27 The Changing Landscape of Culture and Creativity 06:36 The Impact of AI on Creativity 12:21 The Differentiation Between Skill Set and Talent 17:00 The Rise of Local and Personalized Culture 23:50 The Future of Global Culture 32:44 The Challenges of Getting Rich as a Creator 39:41 Taylor Swift's Talent and the Future of Exceptional Artists 46:19 The Changing Landscape of the Creative Industry 50:01 Managing Expectations and Shaping Your Niche 50:15 Harnessing Technology and AI to Enhance Photography 52:22 Creating Culture at a Global Level Here's to the adventure of your life! ⁠⁠Who is Emmanuel Probst? ⁠⁠⁠⁠Who is the host?⁠⁠⁠⁠ ⁠⁠⁠⁠I want more Sx in Humans! --- Send in a voice message: https://podcasters.spotify.com/pod/show/sxinhumanspodcast/message

How can we build better brands? Dr. Emmanuel Probst has a few ideas. As the Global Lead of Brand Thought-Leadership at Ipsos, Emmanuel has spent his career learning what it takes to create successful brands – and it may not be as unique of a concept as you think. In this episode of Brand Story, we discuss how to repurpose ideas for today's consumer and unpack what it takes to assemble a brand featuring insights from Emmanuel's new book, Assemblage: The Art and Science of Brand Transformation.This is Brand Story, a podcast celebrating the stories of real people who are making an impact on brands, business, and the world around them. Episodes feature guests from a variety of backgrounds who bring their own unique perspectives to the conversation.Brand Story is created and produced by Gravity Group, a full-service brand and marketing agency, and is hosted by Gravity Group President, Steve Gilman.Links and Information From the Episode Here: https://www.gravitygroup.com/podcast/assembling-a-brand/Continue the conversation on social:For more of Brand Story, check out our LinkedIn (https://www.linkedin.com/company/gravitygroupmarketing), where we'll post previews and highlights of shows, behind-the-scenes sneak peeks, plus other marketing news you can use.We're also on: Instagram — https://www.instagram.com/gravitygroupFacebook — https://www.facebook.com/gravitygroupmarketingChapters:(00:00) Introduction - Emmanuel Probst, Reconciling Academia and Practitioners in Brand Building(03:01) Brand Assemblage - Cognac, Wine, and Building Brands(04:28) Building Brands the Way Birds Build Nests(07:43) 3 Dimensions of the Assemblage Method - Personal, Social, Cultural(11:35) Brands Change Over Time - James Bond vs. Blockbuster(17:40) Heroes, Anti-Heroes, Villains: Finding a Relatable Archetype(22:55) Imperfection Lets the Light In: Taylor Swift's Brand(25:24) Pharrell Williams Can't Read Music - His Talent is in Assemblage to Achieve a Vision(29:52) Success of Smaller Brands is More Compelling(34:44) Madison Avenue is Gone - Building Brands to Serve the Greater Good

Have you ever wanted to have a bigger impact on your personal brand? Have you thought the only brands that can have a big impact on our culture are the big consumer brands? Think again!Today I'm talking with Emmanuel Probst about exactly that. One of the best ideas that we talk about is how your personal brand is a vessel for an idea. It is a way to relate to people and to express yourself and who you really are. To do that we first define what a brand and culture is and we discuss what it means to make a measurable change in a culture. We also talked about how you find the message that your brand will be the vessel for. Then we wrap it up with a marketing lesson from Picasso. Emmanuel Probst is the head of global thought leadership at Ipsos (one of the largest market research firms). He also teaches brand strategy at UCLA, and he's the author of "Assemblage: The Art and Science of Brand Transformation." Tune in as we talk about how personal brands can make an impact: [00:00] Welcome Emmanual Probst![03:09] How do you define a brand?[06:52] How do you define culture?[08:22] At what point are you considered to have a personal brand?[11:20] Should you follow your gut or data when it comes to marketing your brand?[14:02] Is there a separation between the person inside the brand and they things that are selling?[17:51] How can you find the core message for your personal brand?[21:20] What roles do influencers play? [24:46] What marketing lessons can we learn from Picasso?Follow Christine Gritmon on Twitter: @cgritmon and join her each Tuesday for the #ChatAboutBrand Twitter chatSubscribe to the Let's Talk About Brand Newsletter that goes out every Monday to ensure you don't miss a beat! Hosted on Acast. See acast.com/privacy for more information.

Emmanuel Probst, global brand thought leader at Ipsos, adjunct professor at UCLA, Wall Street Journal and USA Today best-selling author of Brand Hacks on the art and science of brand transformation. His fascination in the quest for meaning is explored further in his latest book, Assemblage which is about how to build brands that transform people and the world they live in. Emmanuel tells us about the power of brands to influence the future as consumer preference for authenticity, meaning and storytelling exposes performance marketing as tactical and a waste of money. Further reading:The Art and Science of Brand Transformation book here: https://rb.gy/qmq41 Emmanuel Probst on LinkedIn: https://www.linkedin.com/in/emmanuelprobst/

Assemblage. That word might make you think of Legos or assembling your first IKEA futon in college. Not quite. Today, we are talking about brand assemblages. We are lucky enough to have Cooper Colvig and Emmanuel Probst, Global Lead of Brand Thought Leadership at Ipsos, break down the core concepts in Emmanuels new book Assemblage. In short they are the social and cultural attributes that form associations and meaning for brands, but you'll have to listen in and dig into his book to go deeper. Links: Connect with us: here Win a crowbar to break into advertising: here

In today's episode I chat with Emmanuel Probst, Global Lead of Brand Thought-Leadership at Ipsos, a global market research company. We dive into all things market research and brand transformation. Emmanuel gives insights into the skills and empathies independent designers can offer clients that larger agencies can't, as well as ways to find unique inspiration outside of social media. There are so many incredible topics discussed in this episode and I can't wait for you to hear it!Guest Information:Guest Name: Emmanuel ProbstGuest Business Name: IpsosGuest Website: https://www.ipsos.com/en-usGuest LinkedIn: https://www.linkedin.com/in/emmanuelprobst/Links Mentioned:Purchase Assemblage: The Art & Science of Brand Transformation on AmazonAccess Ipsos's market research dataThis Season's Partner:The Shopify Code(x)Connect With Us:Our Free Facebook CommunityOur WebsiteOur Resources PagePodcast InstagramSupport us on PatreonOur podcast disclaimer can be found by visiting:www.betterbranddesigner.com/disclaimerTags:designer, design, brand design, brand identity design, design studio, design business, graphic design, brand designer, better podcast, brand designer podcast, logo design, brand identity design

Dr. Emmanuel Probst, Global Lead, Brand Thought-Leadership at Ipsos and author of Assemblage - The Art and Science of Brand Transformation, discusses how to hone your stories to create a transformative brand. Grab your copy of The Narrative Gym for Business, a short guide on crafting ABTs for all of your communications.  Read Brand Bewitchery: How to Wield the Story Cycle System™ to Craft Spellbinding Stories for Your Brand.  #StoryOn! ≈Park

To say that Emmanuel Probst wears many hats is an understatement. He is Global Lead, Brand Thought-Leadership at Ipsos, an adjunct professor at the University of California at Los Angeles, and the author of Wall Street Journal and USA Today best seller Brand Hacks.  Emmanuel joined me on Conversations in Depth to discuss his career and latest book, Assemblage, which guides readers through the art and science of creating transformative brands by combining personal, social, and cultural components. Listen to our conversation and get Emanual's take on the evolving role of brands and branding, the increasing risk of brand backlash, and how market research has to evolve alongside brands to remain relevant in an everchanging business world driven by technology. Listen at our website or find this episode wherever you get your podcasts by searching for Conversations in Depth. While you are there, consider subscribing and giving our podcast a rating and review. Happy listening!   More VIEWS Podcasts Check out the newest VIEWS podcast online at https://qrcaviews.org/features/podcasts/

We are in a belief economy, and brands are evolving with culture constantly at a breakneck pace. Brands like Dove that recognize this are running purposeful campaigns like the reverse selfie campaign, while those that don't get it, like American Apparel, fizzle out. How do you align your brand to leverage the belief economy as Dove did? Listen to Emmanuel Probst, Global Lead, Brand Thought-Leadership of Ipsos, as he discusses Dove's reverse selfie campaign. Show NotesConnect With:Emmanuel Probst: Website // LinkedIn // TwitterThe Rebrand Podcast: Email // LinkedIn // TwitterI Hear Everything: IHearEverything.com // LinkedIn See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

In today's marketing climate, people expect brands to demonstrate their purpose. As a marketing leader and brand strategist, you no longer dictate to your audience how they should feel about your brand and are no longer in control of a narrative. IKEA realized this and used it to build its brand. How? Listen to Emmanuel Probst, Global Lead, Brand Thought-Leadership of Ipsos, as he discusses how Ikea branded downtown living. Show NotesConnect With:Emmanuel Probst: Website // LinkedIn // TwitterThe Rebrand Podcast: Email // LinkedIn // TwitterI Hear Everything: IHearEverything.com // LinkedIn See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Differentiating a consumer product in a crowded category like energy drinks is a make or mar task. Many brands have come into the category but fizzled out almost as quickly as they launched. But Celsius Energy Drink has differentiated itself as one of the top four brands in that category. Do you want to go behind the curtains to see how they did it? Listen to Emmanuel Probst, Global Lead, Brand Thought-Leadership of Ipsos, as he discusses differentiating the Celsius Energy Drink and more brand marketing insights. Show notesConnect With:Emmanuel Probst: Website // LinkedIn // TwitterThe Rebrand Podcast: Email // LinkedIn // TwitterI Hear Everything: IHearEverything.com // LinkedIn See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

This episode is with Dr. Emmanuel Probst Global Lead, Brand Thought-Leadership at Ipsos, adjunct professor at the University of California at Los Angeles where he teaches consumer market research.Emmanuel writes about consumer psychology for numerous publications like the WSJ and USA today, he is best selling author of the book brand hacks. And he is out with a new book called “Assemblage the art and science of brand transformation” In this episode we discuss the commercial role that marketers play in this world. The dynamic nature of brands, how and what brands can and cannot control the power of brand equity. How and if small is the new big (and what that actually really means)The role of DTC Consumption, and how we marry responsibility with profit.To contact Emmanuel or buy his book go to https://www.emmanuelprobst.com/ Hosted on Acast. See acast.com/privacy for more information.

In the season 6 premiere, we're deep diving into the fascinating world of consumer perception. Ever wondered how people form opinions about brands? And how companies can make a positive impact on individuals, society, and the economy? Our special guest for this mind-blowing topic is none other than Emmanuel Probst, author of the best-selling book Assemblage and the Global Head of Thought Leadership at Ipsos, a prominent market research powerhouse.   Tune in to find out more about:  Key drivers when it comes to shaping consumers' brand perceptions  Why it's crucial for brands to get closer to their audience and reduce the social distance The reason why so many of us repeatedly rewatch the popular sitcom Friends

Emmanuel Probst is Global Lead, Brand Thought-Leadership at Ipsos and adjunct professor at the University of California at Los Angeles.Emmanuel's background comprises over 17 years of market research and marketing experience with strong academic achievements.He is a Wall Street Journal and USA Today best-selling author of "Brand Hacks" and "Assemblage – The Art and Science of Brand Transformation.”In this episode, we talk about the art and science of brand building. Emmanuel explains the power of anti-heroes, villains, and saviors, and how they can be used to create a unique, memorable, and meaningful story for brands. He also shares his thoughts on the importance of understanding a brand, the industry, the audience, and the world before jumping into the creative execution.At Ipsos, Emmanuel supports numerous Fortune 100 companies by providing them with a full understanding of their customer's journey. His clients span across a wide range of industries, including consumer packaged goods, retail, financial services, advertising agencies and media outlets.Resources:Emmanuel ProbstEmmanuel Probst LinkedInEmmanuel Probst XIpsosAssemblage: The Art and Science of Brand TransformationBrand Hacks: How to Build Brands by Fulfilling the Consumer Quest for MeaningFollow us:BRANDERMAN websiteBRANDERMAN InstagramHernán Braberman LinkedInMy packaging design agency TRIDIMAGEPACKNEW BlogSubscribe:Follow BRANDERMAN on your favourite Podcast App so you don't miss any of our upcoming episodes.Apple PodcastsSpotifyGoogle PodcastsOvercastIvoox

This week on the Sleeping Barber Podcast, we have Emmanuel Probst, ⁠Global Lead - Brand Thought Leadership @ Ipsos and author of "Aseemblage." Join us as we delve into the thought process behind his latest book; we also discuss the need for brand managers to co-create with customers, analyze real-life brand case studies like Vaseline and Bud Light, and explore how brands can promise and deliver the right experience to their customers.  We also spend some time understanding the secret recipe of building a brand for longevity and learning what skills are needed to become a great "master blender."  Enjoy the show.  Our Guest  ---------------------------  Emmanuel Probst  https://www.linkedin.com/in/emmanuelprobst  Global Lead - Brand Thought Leadership @ Ipsos  Our Hosts  ---------------------------  Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠  Get in touch with our hosts:  Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/ ⁠⁠  Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠  Podcast Literature:  ---------------------------  Assemblage https://www.amazon.ca/Assemblage-Art-Science-Brand-Transformation/dp/1646871251  Peter Field Rebuttal to results of Purpose Led Brands https://www.thedrum.com/news/2021/10/25/peter-field-hits-back-hysterical-brand-purpose-critics-read-his-letter-full  Mark Ritson Good Purpose, Bad Purpose https://www.marketingweek.com/mark-ritson-good-purpose-bad-purpose/   LinkedIn B2B Institute & Roger Martin's Promise to the Customer (PTTC) https://business.linkedin.com/marketing-solutions/b2b-institute/making-a-promise-to-the-customer   Bud Light Launches new ad after Transgender commercial ⁠https://www.cbsnews.com/news/bud-light-releases-new-ad-following-dylan-mulvaney-controversy/⁠  Vaseline Slugging https://www.nytimes.com/2022/02/11/business/vaseline-slugging-tiktok.html    Barbie Launches Career Dolls https://www.ctvnews.ca/business/barbie-turns-60-with-career-dolls-role-models-like-tennis-pro-naomi-osaka-1.4328515  Timestamps:  ---------------------------  0:44 - Emmanuel Probst Intro  2:14 - Assemblage, an analogy between wine making and brand building   6:35 - Why brand managers need to co-create with customers  9:18 - CoCreation example: Vaseline #Slugging  13:02 - Monitoring brand signals and separating the noise  17:04 - What brand managers can learn from the James Bond franchise   21:02 - Bud Light's missteps and road to recovery  28:55 - Many new marketing leaders make this same mistake   34:11 - Brands can't just make a promise, they have to deliver the experience  36:54 - Brand purpose vs. personal relevance   40:02 - Building for brand longevity  44:52 - A buyer's category entry point can change but the brand's assets shouldn't  51:37 - The skills needed to be a great master blender for brands  55:09 - Post Pod with V & Marc    Where to listen ---------------------------  Apple Podcasts: ⁠https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324⁠  Spotify: ⁠⁠https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b⁠⁠  Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC  Youtube: https://www.youtube.com/@sleepingbarberpodcast  © 2023 Sleeping Barber

The real diversity issue in American marketing is diversity of thought. Emmanuel and I continue the discussion in which you will learn why Dr. Squatch nailed it and MTV literally researched its way into oblivion. Dr. Emmanuel Probst is Global Lead, Brand Thought-Leadership at Ipsos, adjunct professor at the University of California at Los Angeles and a Wall Street Journal and USA Today best-selling author of Brand Hacks and Assemblage – The Art and Science of Brand Transformation.He holds an MBA in Marketing from the University of Hull, United Kingdom and a Doctorate in Consumer Psychology from the University of Nottingham Trent, United Kingdom.Your Host: Dr. James F. Richardson of Premium Growth Solutions, LLC www.premiumgrowthsolutions.com Please send feedback on this or other episodes to: admin@premiumgrowthsolutions.com

This is the first of two episodes in which I interview Emmanuel Probst about the continued problems in American marketing. We kick things off by discussing the illusion of control, the need to communicate transformative outcomes or risk being tuned out and other gems. Dr. Emmanuel Probst is Global Lead, Brand Thought-Leadership at Ipsos, adjunct professor at the University of California at Los Angeles and a Wall Street Journal and USA Today best-selling author of Brand Hacks and Assemblage – The Art and Science of Brand Transformation.He holds an MBA in Marketing from the University of Hull, United Kingdom, and a Doctorate in Consumer Psychology from the University of Nottingham Trent, United Kingdom.Your Host: Dr. James F. Richardson of Premium Growth Solutions, LLC www.premiumgrowthsolutions.com Please send feedback on this or other episodes to: admin@premiumgrowthsolutions.com

IN CLEAR FOCUS: Dr. Emmanuel Probst, Global Lead, Brand Thought-Leadership at Ipsos, discusses his book, Assemblage: The Art and Science of Brand Transformation. Emmanuel explains why, to be successful, brands need to focus on three dimensions: shaping expectations, harnessing context, and demonstrating empathy. We also discuss contextual brand tracking and how understanding the occasions that drive the choice of one brand over another can be more beneficial than analyzing the competitive set.  

Assemblage: How does Assemblage relate to brands? Brand Transformation - How brands can transform the world we live in by leveraging the concept of Assemblage. Explore the three dimensions of transformative branding, including advertising and services, sustainability and environmental impact, and consumer empowerment. Power of Archetypes - How can we use the power of archetypes connect with audiences, from flawed villains to aspirational heroes.? Meaningful Brand Hacks - What are examples of meaningful brand hacks identified by Dr. Probst, including authenticity, nostalgia, travel, and adventure. Dr Emmanuel Probst talks about the above themes and more as he urges marketers to create transformational brands. Emmanuel is the Global Lead: Brand Thought-Leadership at IPSOS. In his new book, Assemblage, he explains how to build brands that transform people and the world they live in. Connect with him on Linkedin : https://www.linkedin.com/in/emmanuelprobst/ His Book on Amazon https://www.amazon.in/Assemblage-Art-Science-Brand-Transformation/dp/1646871251 Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur. Please visit Jasravee at https://jasravee.com/ Connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/ Email Jasravee at jasravee@theadiva.com Index 00:00 Preview & Introduction to Dr Emmanuel Probst 02:21 The Concept of Assemblage: Unveiling the Power of Brand Evolution 05:27 James Bond as a Brand: Adapting and Evolving with the Times 10:13 Need for Assemblage - Shifting of Influence Towards Consumers 13:01 Co-Creation of Brands with Customers - Cadbury Unity Bar Failure 18:54 Shaping vs. Meeting Expectations: Lessons from Tesla 22:54 Sustainability & Brands Impact - Bridging the Say-Do Gap, Sustainability and the Youth Perspective 24:49 Sustainability & the Patagonia Example 26:18 Recycling & Upcycling Products -Gently Worn Yoga Pants Story 30:27 Embracing Archetypes: Anti-Heroes, Villains, and Saviours in Brand Building 34:27 Dove: The Anti-Hero Brand that Championed Real Beauty and Reverse Selfie 38:10 The Reassuring Role of Nostalgia in Branding, Illustrated by Polaroid 42:01 The Future of Brand Building: Exploring Remix, Repurpose, Creator & Gig Economy 43:40 Starbucks: A Prime Example of Brand Remixing and Repurposing 45:06 Assemblage & Indian Cooking 46:40 Rapid Fire - Personally Speaking with Emmanuel Probst 48:42 Connecting with Dr Emmanuel Probst Creating transformative and disruptive brands requires a careful blend of art and science. Similar to the process of winemaking, assemblage involves selecting relevant attributes to create unique and premium brands. Successful brands understand the importance of staying relevant in a rapidly changing market and adapt to evolving consumer preferences. Co-creation, the blending of brand and consumer narratives, creates a meaningful connection with the audience. Prioritizing sustainability and environmental impact allows brands to gain loyalty and demonstrate their commitment to a better future. By implementing these strategies, brands can disrupt the market and forge deep connections with their audience, ultimately leaving a positive impact on individuals and the world at large. Follow Jagged with Jasravee on Social Media Campsite One Link : https://campsite.bio/jaggedwithjasravee Facebook Page : https://www.facebook.com/jaggedwithjasravee Instagram : https://www.instagram.com/jagggedwith Podcast Page : https://anchor.fm/jagged-with-jasravee Youtube Page : https://www.youtube.com/c/jaggedwithjasravee Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd. Website : https://jasravee.com/

In this episode of Through the Line, I explore brand transformation with Dr Emmanual Probst, who has just published his book called Assemblage - the Art and Science of Brand Transformation. The book is a real treasure chest of ideas for brand managers looking to create better relationships with their customers. I recommend it to anyone looking for some fresh ideas and inspiration. In this episode, we explore a range of branding topics, from purpose to the creator / re-mix economy, the impact of climate change and the need for brands to be more sustainable and going direct to consumer. We barely scratch the surface of his book, but it will give you a flavour of what's to come.

I'm thrilled to welcome author and executive Emmanuel Probst on Uncorking a Story. Emmanuel's background combines over 16 years of market research and marketing experience with strong academic achievements. He joined me to discuss his career and latest book, Assemblage: The Art and Science of Brand Transformation. Key Topics 00:00:00 Introduction 00:02:29 The Fulfilling And Compelling World Of Market Research 00:05:21 Traditional Market Research Vs. Technology 00:09:07 The Evolving Role Of Brands And Branding. 00:15:07 The Increasing Risk Of Brand Backlash 00:18:24 Testing The Concept Of A Transgender Spokesperson In Marketing Campaigns 00:21:21 Transforming Brand And Market Research In The Digital Age  00:26:20 Recall And Transforming Consumer Attitudes Towards Products 00:32:57 Tacky Advertisements Don't Build Brand Equity 00:39:03 How To Purchase Assemblage: The Art And Science Of Brain Transformation Book Buy Assemblage: The Art and Science of Brand Transformation. Amazon:https://amzn.to/3HhTlfV Bookshop.org: https://bookshop.org/a/54587/9781646871254 Connect With Emmanuel Website: https://www.emmanuelprobst.com/ LinkedIn: https://www.linkedin.com/in/emmanuelprobst/   Connect with Mike Website: https://uncorkingastory.com/ Youtube: https://www.youtube.com/channel/UCSvS4fuG3L1JMZeOyHvfk_g Instagram: https://www.instagram.com/uncorkingastory/ TikTok: https://www.tiktok.com/@uncorkingastory Twitter: https://twitter.com/uncorkingastory Facebook: https://www.facebook.com/uncorkingastory LinkedIn: https://www.linkedin.com/company/uncorking-a-story/ If you like this episode, please share it with a friend. If you have not done so already, please rate and review Uncorking a Story on Apple Podcasts, or wherever you get your podcasts. Learn more about your ad choices. Visit megaphone.fm/adchoices

In the 73rd episode of the On Branding Podcast, Arek Dvornechuck interviews Emmanuel Probst and we talk about the art and science of brand transformation. Podcast page: https://www.ebaqdesign.com/podcast --- Support this podcast: https://podcasters.spotify.com/pod/show/ebaqdesign/support

In this week's episode of the SIMPLE brand podcast, I talk with Emmanuel Probst.Emmanuel's the Global Lead of Brand Thought-Leadership at Ipsos. He's an adjunct professor of Consumer Market Research at UCLA. And he's a Wall Street Journal and USA Today best-selling author of two brand strategy books including his latest -  Assemblage – The Art and Science of Brand Transformation.Just like a master blender uses the art of assemblage to know how to orchestrate, assemble and combine all the right elements to make a fine wine or cognac, a master brand strategist can do the same with their brand. But they have to be able to recognize and understand which elements to use and exactly how to combine them to craft meaningful, impactful brands.That's the art and science of creating a transformative brand.Some of the topics we discuss include:Not all brands need to demonstrate a purpose, but they do need to help their customers transformHow your brand can be empathetic, relatable, authentic, and genuineYour customers need to understand “the one thing” your brand can do for themWhat the history of James Bond can teach you about assembling and evolving a brandThere is nothing original. Most creations are remixes and recreations of existing elements Brands are now open-source and need to allow for co-creation with customersYour brand is not the hero of the customer story, but there are important roles it can playYour brand is what people say it is, not what you say it isWhat's driving a decrease in consumer trust of brands RESOURCES FROM THIS EPISODE:Emmanuel's siteEmmanuel's book - Assemblage: The Art and Science of Brand TransformationEmmanuel's book - Brand Hacks: How to Build Brands by Fulfilling the Consumer Quest for MeaningEmmanuel on LinkedIn

In 2008-2009 the U.S. and global economy was on life support due to failures in the home mortgage markets. Now, in 2023, the stage is set for what could be another U.S. and global financial crisis. This time the crisis is coming from the commercial real estate market and will likely expand to impair another 200 or more medium-sized banks and savings and loans. We also feature Emmanuel Probst as an additional example of the breadth and depth of UCLA Extension educational offerings (brand development and consumer marketing). In a future Podcast we'll include a UCLA expert in Artificial Intelligence given the rate of global expansion in AI and Chat GPT.

Dr. Emmanuel Probst is Global Lead of Brand Thought-Leadership at Ipsos, a leading market research agency in the world. He is also a WSJ bestselling author and adjunct professor at UCLA. We invited Dr. Probst on the show to share his deep understanding of consumer psychology, discuss how branding has evolved throughout the 21st century, and what it means for businesses to connect with their audience. In this episode, Emmanuel shares his thoughts about what a brand is and what a brand is not. Put simply: brands are not static. They are a dynamic co-creation that live in the hearts and minds of people. Whether you're a part of a small business or a large corporation, Dr. Probst's insights will give you a new perspective on how to connect with your audience and build brand desire that lasts. This episode is sponsored by Factor - https://factormeals.com/futur50 Learn more about your ad choices. Visit podcastchoices.com/adchoices

Learn the art and science of brand transformation from professor, author and brand strategist Emmanuel Probst.

The art and science of creating transformative brands with guest Emmanuel Probst, author of Brand Hacks and Assemblage – The Art and Science of Brand Transformation, is the topic of this episode of the Integrate & Ignite Marketing Podcast. Tune in as Emmanuel shares with host Lori Jones the concept of assemblage and how building loyalty begins by getting your customers involved in the creative process and making them the hero.

Assemblage: The Art and Science of Brand Transformation by Emmanuel Probst About the Book: Brands can no longer force-feed us a plethora of products we don't need. To succeed, brands must transform us and the world we live in. Assemblage guides you through the art and science of creating transformative brands by combining personal, social, and cultural components. Assemblage will show you Why perception is the truth and how to shape people's perceptions Why we relate to antiheroes, villains, and saviors How brands can reassure consumers about their past, present, and future How to leverage data and insights to deliver a personalized, human-centric consumer experience How brands can make a positive impact on people, society, and the economy Assemblage is supported by in-depth research in consumer psychology, extensive consumer insights, interviews with industry-leading marketers, and case studies of transformative brands, big and small. About the Author: Emmanuel Probst is the Global Lead, Brand Thought Leadership at Ipsos, an adjunct professor at the University of California at Los Angeles, and the author of the Wall Street Journal and USA Today bestseller, Brand Hacks: How to Build Brands by Fulfilling the Consumer Quest for Meaning.  At Ipsos, Emmanuel supports numerous Fortune 500 companies by providing them with a full understanding of their customer's journey. His clients span a wide range of industries, including technology, consumer package goods, retail, financial services, and advertising agencies.  Emmanuel also teaches consumer market research at UCLA and writes about consumer psychology for numerous publications.  He earned an MBA in marketing and a doctorate in consumer psychology. And, interesting fact – he's originally from France! Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/assemblage-emmanuel-probst

Emmanuel Probst leads brand thought leadership at Ipsos and is the author of the Wall Street Journal and USA Today bestseller Brand Hacks. His latest book is Assemblage: The Art and Science of Brand Transformation. We discussed all of this and more this week on the On Brand podcast. About Emmanuel Probst Emmanuel Probst is Global Lead, Brand Thought-Leadership at Ipsos, adjunct professor at the University of California at Los Angeles, and the author of Wall Street Journal and USA Today bestseller Brand Hacks. He supports numerous Fortune 100 companies by providing them with a full understanding of their customer's journey. Emmanuel holds an MBA in Marketing from the University of Hull, United Kingdom, and a Doctorate in Consumer Psychology from the University of Nottingham Trent, United Kingdom. His latest book is Assemblage: The Art and Science of Brand Transformation. Episode Highlights Technology and COVID have changed a lot about consumer behavior but … “You also have to look at what hasn't changed,” Emmanuel began. “We as humans crave in-person and interpersonal interactions.” “Stop trying to compete with Amazon,” Emmanuel cautioned. “People keep saying retail is dead. Retail is growing faster than e-commerce. But it has to be either very high touch or very unique.” Furthermore, brands have to make a positive impact in the world and in the lives of consumers today. Where do you start with this? “Don't try to be everything to everyone,” Emmanuel said. “An airport saying it wants to be carbon neutral isn't a realistic goal. But Dove can celebrate real beauty.” That's why brand building is both an art and a science. So, how is branding like wine-making? The title for Emmanuel's new book Assemblage comes from his belief that this art and science has more in common with makers of spirits like wine and bourbon (now he has my attention!). “The master blender combines samples from a variety of grapes and methods.” Are there examples of brands doing this? “Liquid Death has changed the conversation around water,” said Emmanuel, adding that much of the brand's innovation came as the result of relatively cheap but incredibly innovative creative. Liquid Death comes up a lot on the On Brand podcast. It was referenced recently by Rebecca Coleman and as far back as David Brickley. What brand has made Emmanuel smile recently? “I have two!” Emmanuel shared, again leading with Liquid Death for “murdering your thirst.” He also pointed us to B2B copywriter George Tennenbaum for his engaging presence on LinkedIn. To learn more, connect with Emmanuel on LinkedIn and find his new book Assemblage on Amazon, Barnes and Noble, or wherever you like to shop. Want more Emmanuel Probst On Brand? Check out his previous appearances on marketing in the midst of the pandemic and creating brands for tomorrow's consumers. As We Wrap … Listen and subscribe at Apple Podcasts, Spotify, Amazon/Audible, Google Play, Stitcher, TuneIn, iHeart, YouTube, and RSS. Rate and review the show—If you like what you're hearing, be sure to head over to Apple Podcasts and click the 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review to help others find the show. Did you hear something you liked on this episode or another? Do you have a question you'd like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show. On Brand is a part of the Marketing Podcast Network. Until next week, I'll see you on the Internet! Learn more about your ad choices. Visit megaphone.fm/adchoices

Emmanuel Probst is Global Lead, Brand Thought-Leadership at Ipsos, adjunct professor at the University of California at Los Angeles, and the author of Wall Street Journal and USA Today best seller Brand Hacks. Emmanuel's background combines over 16 years of market research and marketing experience with strong academic achievements. At Ipsos, Emmanuel supports numerous Fortune 500 companies by providing them with a full understanding of their customer's journey. His clients span across a wide range of industries, including consumer packaged goods, retail, financial services, advertising agencies and media outlets. Emmanuel also teaches Consumer Market Research at UCLA and writes about consumer psychology for numerous publications. He holds an MBA in Marketing from the University of Hull, United Kingdom and a Doctorate in Consumer Psychology from the University of Nottingham Trent, United Kingdom. Social Media Links: https://www.linkedin.com/in/emmanuelprobst/

In the Marketing Studio this week, Ian Truscott and Jeff Clark, our resident Rockstar CMO Strategic Advisor and former Research Director at SiriusDecisions/Forrester, developing a personal brand for your executives. Why you should and how to do it. Ian then goes backstage with Emmanuel Probst, the Global Lead, Brand Thought-Leadership at Ipsos, he's also an adjunct professor at the University of California, where he teaches Consumer Market Research, and he's a Wall Street Journal and USA Today best-selling author.  Emmanuel has an MBA in Marketing, a Doctorate in Consumer Psychology and over 17 years of market research and marketing experience. And he shares this experience in his new book, Assemblage – The Art and Science of Brand Transformation, which he discusses with Ian as well as marketing education, brand purpose and his fascinating career. Finally, Ian joins Robert Rose, Chief Troublemaker at The Content Advsory to be transported away in the Rockstar CMO virtual bar, where Robert shares a lesson from Dr Seuss on how we should think about the rise of artificial intelligence engines creating content. Enjoy! The Links The people: Ian Truscott on LinkedIn and Twitter Jeff Clark on LinkedIn and Twitter Emmanuel Probst, on LinkedIn, Twitter and his website Robert Rose on LinkedIn and his website As mentioned in this week's episode: Super Bowl Commercial: Workday - Rockstar (2023) Emmanual's book - Assemblage The Content Advisory Robert's Newsletter on LinkedIn Robert's Podcast with Joe Pulizzi This Old Marketing Rockstar CMO: The Beat Newsletter Rockstar CMO on the web, Twitter, and LinkedIn Previous episodes and all show notes: Rockstar CMO FM Track List: Piano Music is by Johnny Easton, shared under a creative commons license We'll be right back by Stienski & Mass Media – on YouTube Counting Stars by OneRepublic on Spotify Learn more about your ad choices. Visit megaphone.fm/adchoices

Join Sean Halter, CEO of Connectivity Holdings, as he interviews Author & Ipsos's Global Lead: Brand Thought-Leadership / Senior Vice President - Brand Health Tracking, Emmanuel Probst, on this episode of The CMO Suite.

We invite Emmanuel Probst from Ipsos back to the Rock n' Roll Research Podcast to discuss his latest book, Assemblage: The Art and Science of Brand Transformation. Emmanuel and I go deep into a few concepts from the book and revisit his ‘desert island disc' choices from Episode #55. This is the first episode of the Rock n' Roll Research Podcast with the “Open Mic” format. Enjoy! m/ m/

Creating brand image is deliberate and inventive, like the production of wine, cognac, or whiskey.Emmanuel Probst, Global Lead: Brand Thought-Leadership at Ipsos, joins the GreenBook podcast to discuss the release of his new book Assemblage. The book, which draws on the metaphor of spirit production, guides readers in creating a unique, distinctive, and dynamic brand image. Probst emphasizes the importance of forming an emotional connection with consumers, and stresses that this is crucial for companies of all sizes, ranging from boutique to Fortune 500. The episode unpacks how the book can help form a roadmap for those who want to to establish notable and pervasive brand recognition.You can reach out to Emmanuel on LinkedIn. Many thanks to Emmanuel for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, James Carlisle.

On this episode of Now that's Significant, a market research podcast. I am your host, Michael Howard, head of marketing at Infotools. Today, we are joined by Emmanuel Probst, the Global Lead, Brand Thought-Leadership at Ipsos. He is an adjunct professor at the University of California.  In this episode, we talked about: - We talked about how brands need to transform in order to stay relevant and thrive. - You mentioned gave us some insight into what compelled you to write the book. - We had a look at Brand purpose and what market researchers can do to help in this regard. - We discussed what's led consumers to switching off most of the marketing and advertising of today, with some ideas on how to rectify this. - You shared some reasoning behind why you looked at both large and small brands, to highlight what each to learn from each other. - You gave us some great insight into what assemblage is and why it's so important for market research teams. - We talked about anti-heroes, saviors, and villains in regards to building brand relevance. - The mood shifted a little as we reflected on what brands can do to help consumers who never felt more lonely. - And lastly, we looked at what happens to brands if organizations kept building them like birds continually evolve and build nests.  We hope you enjoy the show.

We are in a belief economy, and brands are evolving with culture constantly at a breakneck pace. Brands like Dove that recognize this are running purposeful campaigns like the reverse selfie campaign, while those that don't get it, like American Apparel, fizzle out. How do you align your brand to leverage the belief economy as Dove did? Listen to Emmanuel Probst, Global Lead, Brand Thought-Leadership of Ipsos, as he discusses Dove's reverse selfie campaign. Show NotesConnect With:Emmanuel Probst: Website // LinkedIn // TwitterThe Rebrand Podcast: Email // LinkedIn // TwitterI Hear Everything: IHearEverything.com // LinkedIn See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

In today's marketing climate, people expect brands to demonstrate their purpose. As a marketing leader and brand strategist, you no longer dictate to your audience how they should feel about your brand and are no longer in control of a narrative. IKEA realized this and used it to build its brand. How? Listen to Emmanuel Probst, Global Lead, Brand Thought-Leadership of Ipsos, as he discusses how Ikea branded downtown living. Show NotesConnect With:Emmanuel Probst: Website // LinkedIn // TwitterThe Rebrand Podcast: Email // LinkedIn // TwitterI Hear Everything: IHearEverything.com // LinkedIn See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Differentiating a consumer product in a crowded category like energy drinks is a make or mar task. Many brands have come into the category but fizzled out almost as quickly as they launched. But Celsius Energy Drink has differentiated itself as one of the top four brands in that category. Do you want to go behind the curtains to see how they did it? Listen to Emmanuel Probst, Global Lead, Brand Thought-Leadership of Ipsos, as he discusses differentiating the Celsius Energy Drink and more brand marketing insights. Show notesConnect With:Emmanuel Probst: Website // LinkedIn // TwitterThe Rebrand Podcast: Email // LinkedIn // TwitterI Hear Everything: IHearEverything.com // LinkedIn See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Dr. Emmanuel Probst joins Sima on the podcast today. He is the bestselling author of Brand Hacks and the newly-published book, Assemblage. In addition to writing books, he is also the Global Lead of Brand Thought-Leadership at Ipsos. In this episode, he talks to Sima about his latest book and the changing narrative he has seen in brand purpose over the last several years. Books The second edition of Brand Hacks came out in September 2021. Assemblage: The Art and Science of Brand Transformation will be officially released on the 24th of January, 2023. Dr. Probst is considering writing another book in 2024. Curiosity and fulfillment Dr. Probst believes that curiosity is essential for finding solutions and becoming successful in the world of marketing today. He has found it fulfilling to learn from people from different cultures and professional backgrounds. He feels we can learn as much from those who started in the industry recently as we can from industry leaders with C-level titles and many years of experience. The problem with having too many brands and too many product choices Dr. Probst wrote the book Assemblage: The Art and Science of Brand Transformation because he was seeing way too many products and brands. He feels that having too many choices is counter-productive because having too many options makes it hard for people to know what truly matters and which products to choose. What people expect from brands Studies done by Ipsos have shown that people expect all brands- regardless of the industry, to deliver good products that work for them. They also expect those brands to make an impact on their lives and offer a positive contribution to the world at large. A shift in brand purpose  Since Covid, Dr. Probst has seen a shift in brand purpose. As a result of what is going on in the world today and the acceleration of social media, consumers no longer support brands that claim to have a purpose. They now support the brands that demonstrate their purpose intentionally. Harnessing the power of the audience In the past, brand leaders could dictate the narrative of their brand strategy to their audience. That no longer applies today, so in Assemblage, Dr. Probst explains what brands must do to harness the power of their audience, and co-create the narrative of their brand along with their audience. The difference between expectations and intentions Consumers' product expectations relate to what they hope to receive and how reliably the products work. Intention is a co-creative process between brands and people to activate and inform what comes next. The outcomes of the co-creative process of intention for brands Co-creating with intention extends the value chain for brands because it makes the output more tangible and allows for a return on investment or ad spend to be perceived more realistically. Challenges for brand managers Big data can be overwhelming for brand managers. That's why it is helpful to have professional guidance from a company like Ipsos, to inform them tactically and strategically, and assist them in teasing out the most significant data. Some advice for brand managers When talking to their audience, brands must understand and appreciate that people tend to get overwhelmed, confused, and anxious about who they are in real life, who they are on social media, and who they will appear to be in the metaverse. So brands need to create meaningful relationships and reassure people about the future of our society. They also need to sell less and provide better products with a longer lifespan. Links: Email me your thoughts Sima@Infinity-2.com LinkedIn Twitter Infinity-2.com Emmanuel Probst on LinkedIn Ipsos Dr. Emmanuel Probst's latest book, Assemblage: The Art and Science of Brand Transformation, will available on Amazon on January 24, 2023. Books mentioned: The Paradox of Choice, by Barry Schwartz

Dr. Emmanuel Probst joins Sima on the podcast today. He is the bestselling author of Brand Hacks and the newly-published book, Assemblage. In addition to writing books, he is also the Global Lead of Brand Thought-Leadership at Ipsos. In this episode, he talks to Sima about his latest book and the changing narrative he has seen in brand purpose over the last several years. Books The second edition of Brand Hacks came out in September 2021. Assemblage: The Art and Science of Brand Transformation will be officially released on the 24th of January, 2023. Dr. Probst is considering writing another book in 2024. Curiosity and fulfillment Dr. Probst believes that curiosity is essential for finding solutions and becoming successful in the world of marketing today. He has found it fulfilling to learn from people from different cultures and professional backgrounds. He feels we can learn as much from those who started in the industry recently as we can from industry leaders with C-level titles and many years of experience. The problem with having too many brands and too many product choices Dr. Probst wrote the book Assemblage: The Art and Science of Brand Transformation because he was seeing way too many products and brands. He feels that having too many choices is counter-productive because having too many options makes it hard for people to know what truly matters and which products to choose. What people expect from brands Studies done by Ipsos have shown that people expect all brands- regardless of the industry, to deliver good products that work for them. They also expect those brands to make an impact on their lives and offer a positive contribution to the world at large. A shift in brand purpose  Since Covid, Dr. Probst has seen a shift in brand purpose. As a result of what is going on in the world today and the acceleration of social media, consumers no longer support brands that claim to have a purpose. They now support the brands that demonstrate their purpose intentionally. Harnessing the power of the audience In the past, brand leaders could dictate the narrative of their brand strategy to their audience. That no longer applies today, so in Assemblage, Dr. Probst explains what brands must do to harness the power of their audience, and co-create the narrative of their brand along with their audience. The difference between expectations and intentions Consumers' product expectations relate to what they hope to receive and how reliably the products work. Intention is a co-creative process between brands and people to activate and inform what comes next. The outcomes of the co-creative process of intention for brands Co-creating with intention extends the value chain for brands because it makes the output more tangible and allows for a return on investment or ad spend to be perceived more realistically. Challenges for brand managers Big data can be overwhelming for brand managers. That's why it is helpful to have professional guidance from a company like Ipsos, to inform them tactically and strategically, and assist them in teasing out the most significant data. Some advice for brand managers When talking to their audience, brands must understand and appreciate that people tend to get overwhelmed, confused, and anxious about who they are in real life, who they are on social media, and who they will appear to be in the metaverse. So brands need to create meaningful relationships and reassure people about the future of our society. They also need to sell less and provide better products with a longer lifespan. Links: Email me your thoughts Sima@Infinity-2.com LinkedIn Twitter Infinity-2.com Emmanuel Probst on LinkedIn Ipsos Dr. Emmanuel Probst's latest book, Assemblage: The Art and Science of Brand Transformation, will available on Amazon on January 24, 2023. Books mentioned: The Paradox of Choice, by Barry Schwartz

To succeed, brands can't just go around selling products anymore. Brands have to create transformative experiences and positively impact people's lives and the world as a whole. Join Little Bird Momma and CEO, Priscilla McKinney and the Global Lead: Brand Thought-Leadership at Ipsos, Emmanuel Probst, as they discuss Emmanuel's new book, Assemblage: The Art and Science of Brand Transformation and how brands can transform today to be truly successful. So just what is assemblage? Emmanuel draws a delicious metaphor between the process distillers go through to create a perfect cognac by choosing wisely from a wide range of barrels, grains and other alcohols to combine and mix the blend until arriving at the perfect product, to what marketers and brand managers need to do — collect a wide range of personal, social, and cultural attributes that to bring to the brand, the product and the perception of the product. Consumers are overwhelmed with products and overwhelmed with brands. Brands are waking up to the possibility of co-creating a new future with consumers. Emmanuel provides a handful of thought-provoking examples and walks us through how brands are dynamic and need to adapt over time. Step one in transforming your brand? Close your laptop. Tune in and soak up Emmanuel's knowledge and guidance on where to start, how to transform, and what to keep in mind along the way. This podcast pairs well with a fine cognac.  Links to Emmanuel's books: Assemblage: The Art and Science of Brand Transformation Brand Hacks: How to Build Brands by Fulfilling the Consumer Quest for Meaning Shoutout to our sponsor: Fieldwork!

My guest today is Dr. Emmanuel Probst, the Global Lead of Brand Thought-Leadership & Senior Vice President of Brand Health Tracking at IPSOS, Author, and Professor at UCLA. Founded in 1975 and headquartered in Paris France, Ipsos is among the largest global market research and consulting firms. Ipsos has over 18,000 employees and serves more than 5,000 brands.  Find Emmanuel Online: LinkedIn: https://www.linkedin.com/in/emmanuelprobst/  Website: https://www.ipsos.com/en-us  Brand Hacks: How to Build Brands by Fulfilling the Customer Quest for Meaning: https://www.amazon.com/Brand-Hacks-Fulfilling-Consumer-Meaning/dp/1576879828  Find Jamin Online: Email: jamin@happymr.com  LinkedIn: www.linkedin.com/in/jaminbrazil Twitter: www.twitter.com/jaminbrazil  Find Us Online:  Twitter: www.twitter.com/happymrxp  LinkedIn: www.linkedin.com/company/happymarketresearch  Facebook: www.facebook.com/happymrxp  Website: www.happymr.com  Music:  “Clap Along” by Auditionauti: https://audionautix.com  This Episode is Sponsored by: The Michigan State University's Master of Science in Marketing Research Program delivers the #1 ranked insights and analytics graduate degree in three formats:  Full-time on campus  Full-time online  Part-time online NEW FOR 2022:  If you can't commit to their full degree program, simply begin with one of their 3-course certificates: Insights Design or Insights Analysis.  In addition to the certification, all the courses you complete will build toward your graduation. If you are looking to achieve your full potential, check out MSMU's programs at: broad.msu.edu/marketing. HubUX is a research operation platform for private panel management, qualitative automation including video audition questions, and surveys. For a limited time, user seats are free. If you'd like to learn more or create your own account, visit hubux.com. [00:00:00] Jamin Brazil: Hi, everybody, I'm Jamin. You're listening to the Happy Market Research Podcast. Our guest today is Dr. Emmanuel Probst, the global leader of brand Thought Leadership and Senior Vice President of Brand Health Tracking at Ipsos. He's also an author and professor at UCLA. Founded in 1975 and headquartered in Paris, France, Ipsos is among the largest global market research and consulting firms. Ipsos has over 18,000 employees and serves more than 5000 brands. Emmanuel, thank you so much for joining me on the Happy Market Research podcast today. [00:00:34] Emmanuel Probst: Jamin, thank you so much for having me on the show, and it's so great to be connecting with you and reconnecting with your audience, your community. It's always a pleasure coming on the podcast. [00:00:47] Jamin Brazil: The Michigan State University's Master of Science in Marketing Research Program delivers the number one ranked insights and analytics degree in three formats. Full time on campus, full-time online, and part-time online. New for 2022, if you can't commit to their full degree program, simply begin with one of their three core certifications, Insights Design or Insights Analysis. In addition to the certification, all the courses you complete will build towards your graduation. If you're looking to achieve your full potential, check out MSNUs program at B-R-O-A-D. msu. edu/marketing. Again, B-R-O-A-D-.-M-S-U. edu/marketing. WX is a research operations platform for private panel management, qualitative automation, including video audition questions and surveys. For a limited, time user seats are free if you'd like to learn more or create your own account visit HubUX.com. So on September 7th, 2021, you released Brand Hacks, how to build brands by fulfilling the customer quest for meaning. It had outstanding content, like I went through that book, I literally read that book three times on a trip to Europe there and back. And it was transformational for me, a lot that I could talk about.

In order to succeed, brands need to transform us, as well as the world we live in. And insights are essential to doing that in a meaningful way. In this episode of The Consumer Insights Podcast, Thor is joined by Dr. Emmanuel Probst, Global Lead: Brand Thought-Leadership at Ipsos and Wall Street Journal best-selling author.

In this episode, Emmanuel Probst, a Global Lead, Brand Thought-Leadership at Ipsos and an adjunct professor teaching consumer market research at UCLA, shares with us how to create a transformative brand.Emmanuel has 17 years of background in marketing and market research experience, such as at IP source. He is also the author of Brand Hacks, and Assemblage - The Art and Science of Brand Transformation, which releases this coming January 2023.Among other things, we discuss:that brands can no longer just sell products. They must aim to be transformative for people and the world they live in. That brands are no longer in control of the narrative, so they must harness the power of the community and make a greater and more sustainable one.the importance of noticing what existing brands are offering the market. Then consider creating something new and unique to offer in the category. creating your market positioning.The trick is really to understand your audience and  get a deep understanding of the market.three Dimensions of Brand TransformationWhat is Programmed Obsolescence?How to Create a Transformative BrandUnderstanding Trends in the Societywww.emmanuelprobst.comTwitter: @EmmanuelprobstLinkedin Emmanuel ProbstResources mentioned on the podcastBrand HacksAssemblage - The Art and Science of Brand Transformationmarketingweek.comadage.comadweek.commediapost.comChallenger Project - Eat Big FishFinancial Insights at Ipsos.comValuable Resources:Brand Tuned NewsletterBrand Tuned Training Courses

With all the tools available, it is easy to validate claims that brands make. When a promise is made, it is impossible to get out of it. People are now more empowered in following through and holding brands accountable for what they put on the label. Emmanuel Probst, the Global Lead: Brand Thought-Leadership at Ipsos and the author of Wall Street Journal and USA Today bestseller, Brand Hacks, shares insights into the new era of marketing and how sustainability, transparency, and authenticity play into making the biggest impact. If you are just starting to build your brand or have been established but want to get that edge, this is the podcast for you!Love the show? Subscribe, rate, review, and share! https://www.monigle.com/

My guest today is Emmanuel Probst, the Global Lead of Brand Thought-Leadership & Senior Vice President of Brand Health Tracking at IPSOS, Author, and Professor at UCLA. Founded in 1975 and headquartered in Paris France, Ipsos is among the largest global market research and consulting firms. Ipsos has over 18,000 employees and serves more than 5,000 brands.  Find Emmanuel Online: LinkedIn: https://www.linkedin.com/in/emmanuelprobst/ Website: https://www.ipsos.com/en-us  Find Jamin Online: Email: jamin@happymr.com LinkedIn: www.linkedin.com/in/jaminbrazilTwitter: www.twitter.com/jaminbrazil  Find Us Online:  Twitter: www.twitter.com/happymrxp LinkedIn: www.linkedin.com/company/happymarketresearch Facebook: www.facebook.com/happymrxp Website: www.happymr.com  Music:  “Clap Along” by Auditionauti: https://audionautix.com  This Episode is Sponsored by: The Michigan State University's Master of Science in Marketing Research Program delivers the #1 ranked insights and analytics graduate degree in three formats:  Full-time on campus Full-time online Part-time online NEW FOR 2022:  If you can't commit to their full degree program, simply begin with one of their 3-course certificates: Insights Design or Insights Analysis.  In addition to the certification, all the courses you complete will build toward your graduation. If you are looking to achieve your full potential, check out MSMU's programs at: broad.msu.edu/marketing. HubUX is a research operation platform for private panel management, qualitative automation including video audition questions, and surveys.  For a limited time, user seats are free. If you'd like to learn more or create your own account, visit hubux.com.  [00:00:00] Jamin Brazil: Hey, everybody. I'm Jamin. You're listening to the Happy Market Research Podcast. My guest today is Emmanuel Probst, the Global Leader of Brand Thought-Leadership and Senior Vice President of brand health tracking at Ipsos. He's also an author and professor at UCLA. Founded in 1975 and headquartered in Paris, France, Ipsos is among the largest global market research and consulting firms. Ipsos has over 18,000 employees and services more than 5,000 brands. Emmanuel, thank you very much for joining me on the Happy Market Research Podcast. [00:00:36] Emmanuel Probst: Jamin, thank you for having me on your show. Really appreciate it. Always great connecting with you and your listeners. [00:00:45] Jamin Brazil: The Michigan State University's Master of Science in marketing research program delivers the number-one ranked insights and analytics degree in three formats. Full-time on campus, full-time online, and part-time online. New for 2022. If you can't commit to their full degree program, simply begin with one of their three core certifications, insights, design, or insights analysis. In addition to the certification, all the courses you complete will build towards your graduation. If you're looking to achieve your full potential, check out MSN news program at broad. msu. edu/marketing. Again, broad. msu. edu/marketing. HubUX is a research operations platform for private panel management, qualitative automation, including video audition questions and surveys. For a limited time, user seats are free. If you'd like to learn more or create your own account, visit hubux.com. This interview is part of a series on market research basics, and our conversation is going to be focused really on your wheelhouse, which is tracking research. You've done this for decades. It's amazing. [00:02:08] Emmanuel Probst: For a number of years, indeed. [00:02:11] Jamin Brazil: Number of years. And for some of the world's - actually, the world's largest brands across sectors, which is really interesting. So my first question, and let's provide some context for the listeners. What business questions does tracking research address? [00:02:26]

Emmanuel Probst is Global Lead, Brand Thought-Leadership at Ipsos, adjunct professor at the University of California at Los Angeles, and the author of Wall Street Journal and USA Today bestseller Brand Hacks: How to Build Brands by Fulfilling the Human Quest for Meaning Emmanuel's background combines over 16 years of market research and marketing experience with strong academic achievements. At Ipsos, Emmanuel supports numerous Fortune 500 companies by providing them with a full understanding of their customer's journey. His clients span across a wide range of industries, including consumer packaged goods, retail, financial services, advertising agencies and media outlets. Emmanuel also teaches Consumer Market Research at UCLA and writes about consumer psychology for numerous publications. He holds an MBA in Marketing from the University of Hull, United Kingdom and a Doctorate in Consumer Psychology from the University of Nottingham Trent, United Kingdom. In this podcast, he shares: In what ways B2B branding and B2C branding are different, and in what ways they are the same Why brands are increasingly finding they need to compete on purpose rather than the uniqueness of their product Why to be effective at competing the ecosystem-based future we will need to think about activating a community of companies, bound by a common purpose, to deliver experiences rather than outcomes __________________________________________________________________________________________"" -Emmanuel Probst__________________________________________________________________________________________Episode Timeline:00:00—Introducing Emmanuel + The topic of today's episode2:35—What is your definition of strategy?2:57—You write a lot about meaning, can you define what you mean by meaning?5:20—Is brand purpose different than meaning?8:38—While the principles we've talked can work on the B2B side, they are more consumer-focused. How do you make them work to your advantage in B2B?10:39—A brand often has a customer brand and an employer brand—do you think establishing an "ecosystem" brand to appeal to potential partners?13:11—How do you approach segmenting the different needs various partners may have?17:09—Is developing a brand for an ecosystem different than developing a brand for a product or company?21:20—We're shifting towards attracting partners that can help complement the overall customer experience, not just product. What are your thoughts on that?23:45—Do you have any last thoughts you'd like to share?24:34—Where can people follow you and your work?__________________________________________________________________________________________Additional Resources: LinkedIn: https://www.linkedin.com/in/emmanuelprobstTwitter: https://twitter.com/emmanuelprobstRecent BookCompany Page: https://www.ipsos.com/en

Emmanuel Probst is Global Lead, Brand Thought-Leadership at Ipsos, adjunct professor at the University of California at Los Angeles, and the author of Wall Street Journal and USA Today bestseller Brand Hacks: How to Build Brands by Fulfilling the Human Quest for Meaning Emmanuel's background combines over 16 years of market research and marketing experience with strong academic achievements. At Ipsos, Emmanuel supports numerous Fortune 500 companies by providing them with a full understanding of their customer's journey. His clients span across a wide range of industries, including consumer packaged goods, retail, financial services, advertising agencies and media outlets. Emmanuel also teaches Consumer Market Research at UCLA and writes about consumer psychology for numerous publications. He holds an MBA in Marketing from the University of Hull, United Kingdom and a Doctorate in Consumer Psychology from the University of Nottingham Trent, United Kingdom. In this podcast, he shares: In what ways B2B branding and B2C branding are different, and in what ways they are the same Why brands are increasingly finding they need to compete on purpose rather than the uniqueness of their product Why to be effective at competing the ecosystem-based future we will need to think about activating a community of companies, bound by a common purpose, to deliver experiences rather than outcomes __________________________________________________________________________________________"" -Emmanuel Probst__________________________________________________________________________________________Episode Timeline:00:00—Introducing Emmanuel + The topic of today's episode2:35—What is your definition of strategy?2:57—You write a lot about meaning, can you define what you mean by meaning?5:20—Is brand purpose different than meaning?8:38—While the principles we've talked can work on the B2B side, they are more consumer-focused. How do you make them work to your advantage in B2B?10:39—A brand often has a customer brand and an employer brand—do you think establishing an "ecosystem" brand to appeal to potential partners?13:11—How do you approach segmenting the different needs various partners may have?17:09—Is developing a brand for an ecosystem different than developing a brand for a product or company?21:20—We're shifting towards attracting partners that can help complement the overall customer experience, not just product. What are your thoughts on that?23:45—Do you have any last thoughts you'd like to share?24:34—Where can people follow you and your work?__________________________________________________________________________________________Additional Resources: LinkedIn: https://www.linkedin.com/in/emmanuelprobstTwitter: https://twitter.com/emmanuelprobstRecent BookCompany Page: https://www.ipsos.com/en

MEET EMMANUEL PROBST:Emmanuel is Global Lead, Brand Thought-Leadership at Ipsos and an adjunct at the University of California at Los Angeles Emmanuel's background combines over 16 years of market research and marketing experience with strong academic achievements. At Ipsos, Emmanuel supports numerous Fortune 500 companies by providing them with a full understanding of their customer's journey. This encompasses brand awareness to purchase and recommendation, leading to greater insights on the consumer within it. His clients span across a wide range of industries, including consumer packaged goods, retail, financial services, advertising agencies and media outlets. Emmanuel also teaches Consumer Market Research at the University of California at Los Angeles (UCLA), and writes about consumer psychology for numerous publications. Emmanuel holds an MBA in Marketing from the University of Hull, United Kingdom and a Doctorate in Consumer Psychology from the University of Nottingham Trent, United Kingdom. CONTACT:https://amzn.to/3zvriGY (Brand Hacks: How to Build Brands by Fulfilling the Consumer Quest for Meaning) IPSOS.com https://www.linkedin.com/in/emmanuelprobst/ (https://www.linkedin.com/in/emmanuelprobst/) https://www.linkedin.com/pulse/what-picasso-knew-all-marketers-need-learn-emmanuel-probst/ (https://www.linkedin.com/pulse/what-picasso-knew-all-marketers-need-learn-emmanuel-probst/) https://www.realfrenchboy.com/ (https://www.realfrenchboy.com/) SUPPORT THE SHOW BECAUSE I LOVE PUPPIES! https://taliadinapoli.com/a/rewards/r/m8q3ZlTx (Talia di Napoli – PIZZA) Click on the title for $6.00 off your order of AMAZING pizza shipped fresh from Napoli ARE YOU INTERESTED IN BITCOIN OR CRYPTOCURRENCY?BUY MY BOOK BECAUSE IT'S AMAZING!!! I'll EVEN SIGN IT FOR YOU : )https://amzn.to/3afTmOu (BE LEFT BEHIND: Discover Bitcoin and Cryptocurrency Before Your Grandma Beats You to It) http://www.advanceyourart.com/captivate-podcast/eduardo-placer/yuricataldo.com (yuricataldo.com) CREDITS: Our theme music is written and mixed by Chicago-based composer, engineer, and multi-instrumentalist Ryan Black of the Black's Backbone collaborative. And produced by REB Records. This podcast uses the following third-party services for analysis: Podcorn - https://podcorn.com/privacy

Often we think of brand-building from a commercial or business perspective. This week's guest thinks this needs to change and that as brand builders we need to consider our efforts from the perspective of the meaning consumers will attach to a brand. Tune in to list insights from Emmanuel Probst - author of Brand Hacks, How to Build Brands by fulfilling the consumer quest for meaning. In this episode, we discuss the three levels of meaning, brand hacks, examples of meaningful brand building, and how to deal with “naysayers”.

Dr. Emmanuel Probst counsels brands on how to grow and maintain a sustainable competitive advantage. In his book, Brand Hacks , he explains how to build brands by fulfilling people's quest for meaning.One of the most telling differences between a trend and a fad tends to be how fast something gains momentum. Fads fade away quickly after burning bright, but a trend often gains prominence and momentum over years and become a part of daily life.For example:1) Logo adaptability is a “trend” now in branding.2) Eco-friendly brandingEco-friendly brands are dropping earthy tones and images of nature. Instead, many are defining their brand with more personal, conceptual, and on-the-pulse artwork that will hook eco-friendly buyers.3) Consumer Rights & PrivacyPeople are becoming more and more concerned with how their information is accessed and used. This has evolved into a strong trend that's significantly altered public policy decisions in the EU, Canada, California, Virginia, etc.Some Helpful Linkswww.nerbrandagency.comhttps://www.linkedin.com/in/emmanuelprobst/https://www.realfrenchboy.com https://www.amazon.com/Brand-Hacks-Fulfilling-Consumer-Meaning-ebook/ 

Dr. Emmanuel Probst counsels brands on how to grow and maintain a sustainable competitive advantage. In his book, Brand Hacks, he explains how to build brands by fulfilling people's quest for meaning. One of the most telling differences between a trend and a fad tends to be how fast something gains momentum. Fads fade away quickly after burning bright, but a trend often gains prominence and momentum over years and become a part of daily life. For example: 1) Logo adaptability is a “trend” now in branding. 2) Eco-friendly branding Eco-friendly brands are dropping earthy tones and images of nature. Instead, many are defining their brand with more personal, conceptual, and on-the-pulse artwork that will hook eco-friendly buyers. 3) Consumer Rights & Privacy People are becoming more and more militant about how their information is accessed and used. Evolved into a strong trend that's significantly altered public policy decisions in the EU, Canada, California, Virginia, etc.Some Helpful Links www.nerbrandagency.comhttps://www.linkedin.com/in/emmanuelprobst/ https://www.realfrenchboy.com  https://www.amazon.com/Brand-Hacks-Fulfilling-Consumer-Meaning-ebook/ 

In this live episode of "Reel Talk: The Customer Insights Show," we discuss how to influence customers. To discuss that topic, Jennifer Vogel is joined by Emmanuel Probst, senior vice president - brand health tracking, at Ipsos. We discuss: Why is consumer influence so important? How do you influence through intimacy or authority? The importance of customer conversations And more... Catch previous episodes: https://site.voxpopme.com/reel-talk-market-research-podcast/ "Reel Talk" is presented to you by Voxpopme, the leader in video surveys. Learn more about how you can use video surveys in your market research here: http://site.voxpopme.com. --- Send in a voice message: https://anchor.fm/customer-insights-show/message

A lot of brands just don't get it. That's one of the things I've learned as a longtime brand marketer and as someone who now covers them for a living. That's why I'm excited to talk to Dr.Emmanuel Probst, the Global Lead, Brand Thought-Leadership at Ipsos and Consumer Market Research Professor at UCLA. He's also the author of the Brand Hacks: How to Build Brands by Fulfilling the Consumer Quest for Meaning, which came out this past fall and is a Wall Street Journal and USA Today Bestseller.We talk to Emmanuel about why many advertising campaigns fail, the important of psychographics, why leveraging micro-moments to build connections with consumers can be a competitive advantage—and more. As always, we welcome your feedback. Please make sure to subscribe, rate, and review on Apple Podcasts, Spotify, Stitcher, and Google Play - and make sure to follow us on Facebook and LinkedIn!

On today's episode, Pricilla talks with Emmanuel Probst, a brand health tracker for Ipsos and author of "Brand Hacks: How to Build Brands by Fulfilling the Human Quest for Meaning" Together they pull back the curtain and reveal how brands are expecting future-proof marketing and consumers just want a little comfort in the buying process.

Emmanuel's background combines over 16 years of market research and marketing experience with strong academic achievements.At Ipsos, Emmanuel supports numerous Fortune 500 companies by providing them with a full understanding of their customer's journey. This encompasses brand awareness to purchase and recommendation, leading to greater insights on the consumer within it. His clients span across a wide range of industries, including consumer packaged goods, retail, financial services, advertising agencies and media outlets.Emmanuel also teaches Consumer Market Research at the University of California at Los Angeles (UCLA), and writes about consumer psychology for numerous publications.Learn More: https://www.realfrenchboy.com/ | https://www.ipsos.com/en https://www.linkedin.com/in/emmanuelprobst/Influential Influencers with Mike Saundershttps://businessinnovatorsradio.com/influential-entrepreneurs-with-mike-saunders/Source: https://businessinnovatorsradio.com/interview-with-emmanuel-probst-author-of-the-book-brand-hacks

Emmanuel's background combines over 16 years of market research and marketing experience with strong academic achievements.At Ipsos, Emmanuel supports numerous Fortune 500 companies by providing them with a full understanding of their customer's journey. This encompasses brand awareness to purchase and recommendation, leading to greater insights on the consumer within it. His clients span across a wide range of industries, including consumer packaged goods, retail, financial services, advertising agencies and media outlets.Emmanuel also teaches Consumer Market Research at the University of California at Los Angeles (UCLA), and writes about consumer psychology for numerous publications.Learn More: https://www.realfrenchboy.com/ | https://www.ipsos.com/en https://www.linkedin.com/in/emmanuelprobst/Influential Influencers with Mike Saundershttps://businessinnovatorsradio.com/influential-entrepreneurs-with-mike-saunders/Source: https://businessinnovatorsradio.com/interview-with-emmanuel-probst-author-of-the-book-brand-hacks

“I live alone in a forest of likes,” a telling Instagram quote about the media context for brands in Emmanuel Probst's best-selling book, “Brand Hacks: How to Build Brands by Fulfilling the Consumer Quest for Meaning.”Emmanuel is like a physician for brands. I couldn't get enough of his ideas in our talk and we continued our conversation long after the podcast ended. Emmanuel began his research career humbly and has become one of the most trusted advisors for growing brands. Today he is Global Lead: Brand Thought Leadership for Brand Tracking at Ipsos. He is also a contributor to Forbes and Media Post, a reviewer for the Journal of Advertising Research and adjunct faculty at UCLA Extension.We dive deep into why and how brands must create meaning with consumers. We also discuss the power of nostalgia in branding and the appeal of Pink Floyd and Brittany Spears as a student learning English.

Every day, we are berated with advertising for products and services trying to convince us to switch to their brand. What makes us take pause and pay attention is no longer the fear of missing out. Audiences want to find meaning in the products they buy and activities they take part in. So, how can you convey to your customer that your brand has meaning? Our guest today is Emmanuel Probst, Global Lead of Brand Thought Leadership at Ipsos, where they are passionately curious about society, markets, and providing a game changing understanding of the world to help clients make faster, smarter and bolder decisions. He is also the author of Brand Hacks: How to Build Brands by Fulfilling the Consumer Quest for Meaning. In this book, Emmanuel shows us how to use simple hacks to create and grow brands that deliver meaning — even with a limited budget. We ask Emmanuel, “What is the quest for meaning in branding? Why do people care about some brands and almost instantly forget others?" and his answers deliver! Emmanuel helps us understand why customers are seeking meaning and why companies need to focus on creating long term strategies that incorporate feelings of nostalgia, joy, and empathy. That's what makes people want to come back year after year. Next, we move to discuss how thought leadership connects to branding and how the thought leader needs to inject a level of self into their work regardless of where it can be found. We study how academics and practitioners often have a large gap between each other, when in fact they can learn a lot from each other.  Emmanuel teaches us to bridge that gap and bring complex ideas to customers in simple, intuitive, and relevant ways. We round out the conversation with Emmanuel's thoughts on why thought leadership works at Ipsos, and how true  leadership involves listening to what the market wants to learn, hear, and monetize. From there, they help the customer answer the questions of “So What?" and "What Now?” by giving them ideas that are relevant and actionable to the market. This is a great episode for everyone interested in brand-building. Listen in! Three Key Takeaways: Thought Leaders need to help clients create a brand that has meaning, in order to create customer loyalty. The fear of missing out brings short term results, but creating a positive emotional connection with a brand will make consumers invest for the long term.      Great thought leadership ideas shouldn't be complex! Find ways to make your concepts quick and easy to understand.

The new book from Dr. Emmanuel Probst is a thoughtful and interesting look at how brands can build their direction on helping customers fulfill various needs. Brand Hacks - How to Build Brands by Fulfilling The Consumer Quest for Meaning is on sale now online and in bookstores everywhere. From personal to social and emotional need seeking, the book details reasons, ideas and examples of brands hacking their way to long-term success. Dr. Probst is a long-time consumer researcher and is currently the senior vice-president for brand health tracking at Ipsos, a global market research firm. He is also an adjunct professor at UCLA. He joined host Jason Falls on Digging Deeper to talk about how brands can be built on fulfilling those consumer quest for meaning. This episode of Digging Deeper is brought to you by PodchaserPro. PodChaserPro is the professional version of Podchaser, which helps anyone find, manage, rate and follow podcasts. PodchaserPro, however, gives you access to that critical audience information you need for media planning and buying, or public relations or influencer outreach to podcasts. If your brand or agency would like to find out more, go to PodchaserPro.com/falls. Sign up there and make your podcast outreach and media planning more effective! Learn more about your ad choices. Visit megaphone.fm/adchoices

Dr. Probst is the author of Brand Hack: How to Build Brands by Fulfilling the Consumer Quest for Meaning from PowerHouse Books, distributed through Simon & Schuster. He recently spoke with Loyalty360 CEO Mark Johnson about the new book, as well as the state of loyalty marketing.Brand Hacks takes readers on an exploratory journey, revealing why most advertising campaigns fail and examining the personal, social, and cultural meanings that successful brands bring to consumers' everyday lives.The book can be ordered here: https://powerhousebooks.com/books/brand-hacks-how-to-build-brands-by-fulfilling-the-consumer-quest-for-meaning/

“The pandemic has forced brands to change the way they communicate and the way they operate.” As a research professor, author, and VP at Ipsos, Emmanuel Probst spends a lot of time studying, teaching, and writing about consumer behavior. His latest update to Brand Hacks provides brand builders with a useful compass for navigating the increasingly challenging world we find ourselves in. We discussed all of this and more this week on the On Brand podcast. About Emmanuel Probst Dr. Emmanuel Probst's background combines over 15 years of market research and marketing experience with strong academic achievements. As Senior Vice President at Ipsos, Emmanuel supports his clients by providing them with a full understanding of their customer's journey. His experience spans a wide range of industries, including consumer packaged goods, retail, financial services, advertising agencies, and media outlets. He is the author of the upcoming book Brand Hacks: How to Build Brands by Fulfilling the Consumer Quest for Meaning (September 2021). Dr. Probst teaches Consumer Market Research at the University of California at Los Angeles (UCLA). Emmanuel holds an MBA in Marketing from the University of Hull, United Kingdom and a Doctorate in Consumer Psychology from Nottingham Trent University, United Kingdom. Episode Highlights What does the ongoing global pandemic mean for brands? “Everything has changed and nothing has changed.” Brands are still focused on the quest for meaning. What has changed specifically? “What has changed is how we deliver our brands to our customers. The world now is hybrid—or else.” Brands need to demonstrate their purpose. “You need to demonstrate purpose instead of just talking about it,” says Emmanuel. “Brands like Patagonia and National Geographic are built around purpose.” But, he notes, tech brands like Google and Apple are starting to retool around purpose. What brand has made Emmanuel smile recently? In keeping with our theme of brand meaning and purpose, Emmanuel pointed to the (long overdue) rebranding campaign of Ben's Original, formerly Uncle Ben's. This is another example of a brand walking its talk. To learn more about Emmanuel, check out his book Brand Hacks on Amazon, the useful resources on the Ipsos website, as well as Emmanuel's own site. As We Wrap … Did you hear something you liked on this episode or another? Do you have a question you'd like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show. On Brand is sponsored by my book Brand Now. Discover the seven dynamics to help your brand stand out in our crowded, distracted world. Order now and get special digital extras. Learn more. Subscribe to the podcast – You can subscribe to the show via Apple Podcasts, Spotify, Google Play, Stitcher, TuneIn, and RSS. Rate and review the show – If you like what you're hearing, head over to Apple Podcasts and click that 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review. This helps others find the podcast. OK. How do you rate and review a podcast? Need a quick tutorial on leaving a rating/review in iTunes? Check this out. Until next week, I'll see you on the Internet!

Adam is joined by the author and Senior Vice President Brand Health Tracking at Ipsos, Dr. Emmanuel Probst. His book Brand Hacks: How to Build Brands by Fulfilling the Human Quest for Meaning was part of a recent lit review in one of Adam's recent research projects, which lead to this follow up conversation. Get full access to The Strategy Inside Everything at specific.substack.com/subscribe

Emmanuel Probst is a published author, professor and currently serves as SVP of Brand Health Tracking at Ipsos. He covers what brands and doing right, wrong and what they should be measuring against in this episode of The CMO Suite podcast.