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Assembling a Brand with Dr. Emmanuel Probst
Episode 617th November 2023 • Brand Story • Steve Gilman
00:00:00 00:40:02

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How can we build better brands? Dr. Emmanuel Probst has a few ideas. As the Global Lead of Brand Thought-Leadership at Ipsos, Emmanuel has spent his career learning what it takes to create successful brands – and it may not be as unique of a concept as you think. In this episode of Brand Story, we discuss how to repurpose ideas for today’s consumer and unpack what it takes to assemble a brand featuring insights from Emmanuel’s new book, Assemblage: The Art and Science of Brand Transformation.

This is Brand Story, a podcast celebrating the stories of real people who are making an impact on brands, business, and the world around them. Episodes feature guests from a variety of backgrounds who bring their own unique perspectives to the conversation.

Brand Story is created and produced by Gravity Group, a full-service brand and marketing agency, and is hosted by Gravity Group President, Steve Gilman.

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(00:00) Introduction - Emmanuel Probst, Reconciling Academia and Practitioners in Brand Building

(03:01) Brand Assemblage - Cognac, Wine, and Building Brands

(04:28) Building Brands the Way Birds Build Nests

(07:43) 3 Dimensions of the Assemblage Method - Personal, Social, Cultural

(11:35) Brands Change Over Time - James Bond vs. Blockbuster

(17:40) Heroes, Anti-Heroes, Villains: Finding a Relatable Archetype

(22:55) Imperfection Lets the Light In: Taylor Swift's Brand

(25:24) Pharrell Williams Can't Read Music - His Talent is in Assemblage to Achieve a Vision

(29:52) Success of Smaller Brands is More Compelling

(34:44) Madison Avenue is Gone - Building Brands to Serve the Greater Good



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