Brand Transformation with Emmanuel Probst

On Brand with Nick Westergaard

Emmanuel Probst leads brand thought leadership at Ipsos and is the author of the Wall Street Journal and USA Today bestseller Brand Hacks. His latest book is Assemblage: The Art and Science of Brand Transformation. We discussed all of this and more this week on the On Brand podcast.

About Emmanuel Probst

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 bestseller Brand Hacks. He supports numerous Fortune 100 companies by providing them with a full understanding of their customer’s journey.

Emmanuel 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. His latest book is Assemblage: The Art and Science of Brand Transformation.

Episode Highlights

Technology and COVID have changed a lot about consumer behavior but … “You also have to look at what hasn’t changed,” Emmanuel began. “We as humans crave in-person and interpersonal interactions.”

“Stop trying to compete with Amazon,” Emmanuel cautioned. “People keep saying retail is dead. Retail is growing faster than e-commerce. 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.

Where do you start with this? “Don’t try to be everything to everyone,” Emmanuel said. “An airport saying it wants to be carbon neutral isn’t a realistic goal. But Dove can celebrate real beauty.” That’s why brand building is both an art and a science.

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!). “The master blender combines samples from a variety of grapes and methods.”

Are there examples of brands doing this? “Liquid Death has changed the conversation around water,” said Emmanuel, adding that much of the brand’s innovation came as the result of relatively cheap but incredibly innovative creative.

Liquid Death comes up a lot on the On Brand podcast. It was referenced recently by Rebecca Coleman and as far back as David Brickley.

What brand has made Emmanuel smile recently? “I have two!” Emmanuel shared, again leading with Liquid Death for “murdering your thirst.” He also pointed us to B2B copywriter George Tennenbaum for his engaging presence on LinkedIn.

To learn more, connect with Emmanuel on LinkedIn and find his new book Assemblage on Amazon, Barnes and Noble, or wherever you like to shop.

Want more Emmanuel Probst On Brand? Check out his previous appearances on marketing in the midst of the pandemic and creating brands for tomorrow’s consumers.

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Until next week, I’ll see you on the Internet!

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