Assemblage: The Art and Science of Brand Transformation
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
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.
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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.
"Assemblage blends academic research with practical insights that marketers can immediately put to good use. It's a clear, concise, and actionable book."
--NIR EYAL, Author of Hooked and Indistractable
"Want to create a transformative brand? Assemblage shows you how, illustrating how brands can do good for both consumers and society."
--JONAH BERGER, Wharton Professor and Bestselling Author of Contagious and The Catalyst
"As Jeremy Bullmore famously said, 'People build brands the way birds build nests--from the scraps and straws they find lying around.' Using the model of assemblage, the art of blending fine cognacs, Emmanuel Probst provides us with a much more helpful and versatile mental model for the way brands are built in practice. It is also an approach which rings true with what we are increasingly learning about human perception and behavior."
--RORY SUTHERLAND, Vice Chairman at Ogilvy UK
"The only way to find brand success and growth is to reframe perceptions and decisions. Probst provides routes to doing just that. A real contribution."
--DAVID AAKER, Vice Chairman at Prophet, Brand Strategist, and Author of Building Strong Brands
"Assemblage offers a holistic understanding of brands and perceptions--it is a must-read."
--MARTIN LINDSTROM, New York Times Bestselling Author of Buyology and The Ministry of Common Sense
"Assemblage is the book I have been waiting for. Its standpoint on the marketing industry is disruptive. Its learnings are pragmatic."
--SCOTT MCDONALD, President and CEO of the Advertising Research Foundation
"Assemblage shows the transformation power of brands for both consumers and society. It's simply a must-read."
--NEIL HOYNE, Chief Measurement Strategist at Google, Senior Fellow at Wharton, and Author of Converted
"Marketers and brands now have the opportunity to make a positive contribution to consumers and society. Assemblage is your ultimate guide for this new brand era."
--JEFF ROSENBLUM, Founding Partner at Questus and Author of Friction and Exponential
"In an age of cynicism, where brands struggle to build trust and connection, Emmanuel Probst provides a roadmap. If you want to transform your brand so that it might transform consumers and society, you must read Assemblage."
--LAURA GASSNER OTTING, Washington Post Bestselling Author of Limitless
"Assemblage uses psychology, art, culture, and real-life examples to examine how brands can approach marketing to make a powerful and positive impact on the world. I highly recommend it for marketing professionals and consumers alike."
--SHONALI BURKE, Chief Marketing Officer at Arena Stage
