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.
Links and Information From the Episode Here: https://www.gravitygroup.com/podcast/assembling-a-brand/
Continue the conversation on social:
For more of Brand Story, check out our LinkedIn (https://www.linkedin.com/company/gravitygroupmarketing), where we’ll post previews and highlights of shows, behind-the-scenes sneak peeks, plus other marketing news you can use.
We’re also on:
Instagram — https://www.instagram.com/gravitygroup
Facebook — https://www.facebook.com/gravitygroupmarketing
Chapters:
(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
