How to Create Transformative Brands with Emmanuel Probst
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