In this episode, Emmanuel Probst, a Global Lead, Brand Thought-Leadership at Ipsos and anadjunct 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 Transformation
• What is Programmed Obsolescence?
• How to Create a Transformative Brand
• Understanding Trends in the Society

www.emmanuelprobst.com Twitter: @Emmanuelprobst Linkedin Emmanuel Probst Resources mentioned on the podcastBrand Hacks
Assemblage - The Art and Science of Brand Transformation
marketingweek.com
adage.com
adweek.com
mediapost.com
Challenger Project - Eat Big Fish
Financial Insights at Ipsos.com

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