Assemblage

The Art and Science of Brand Transformation

Emmanuel Probst (Autor)

Buch | Hardcover

240 Seiten

2023
Vicara Books (Verlag)
978-1-64687-125-4 (ISBN)

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“Probst’s combination of agile writing and insightful observations makes most other books on modern branding look both overly circumspect and woefully incomplete … A fascinating—and surprisingly fun—wide-angle look at advertising.” — Kirkus Reviews (starred review)

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.

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.

Erscheinungsdatum	10.01.2023
Sprache	englisch
Maße	152 x 229 mm
Themenwelt	Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
Themenwelt	Wirtschaft ► Volkswirtschaftslehre ► Mikroökonomie
ISBN-10	1-64687-125-1 / 1646871251
ISBN-13	978-1-64687-125-4 / 9781646871254
Zustand	Neuware