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!). But Dove can celebrate real beauty.” That’s why brand building is both an art and a science. “An airport saying it wants to be carbon neutral isn’t a realistic goal. Where do you start with this? “Don’t try to be everything to everyone,” Emmanuel said. 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. Retail is growing faster than e-commerce. “Stop trying to compete with Amazon,” Emmanuel cautioned.

“We as humans crave in-person and interpersonal interactions.”

Technology and COVID have changed a lot about consumer behavior but … “You also have to look at what hasn’t changed,” Emmanuel began. His latest book is Assemblage: The Art and Science of Brand Transformation. He supports numerous Fortune 100 companies by providing them with a full understanding of their customer’s journey.Įmmanuel 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. We discussed all of this and more this week on the On Brand podcast.Įmmanuel 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.

Emmanuel Probst leads brand thought leadership at Ipsos and is the author of the Wall Street Journal and USA Today bestseller Brand Hacks.

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