Assemblage - Probst, Emmanuel
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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)Brandscan 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. Assemblageguides you through the art and science of creating transformative brands bycombining personal, social, and cultural components. Assemblage willshow you Whyperception is the truth and how to…mehr

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Produktbeschreibung
"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)Brandscan 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. Assemblageguides you through the art and science of creating transformative brands bycombining personal, social, and cultural components. Assemblage willshow you Whyperception is the truth and how to shape people's perceptions Whywe relate to antiheroes, villains, and saviors Howbrands can reassure consumers about their past, present, and future Howto leverage data and insights to deliver a personalized, human-centric consumer experience Howbrands can make a positive impact on people, society, and the economyAssemblage issupported by in-depth research in consumer psychology, extensive consumerinsights, interviews with industry-leading marketers, and case studies oftransformative brands, big and small.
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Autorenporträt
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.