In this episode, Emmanuel Probst, a Global Lead, Brand Thought-Leadership at Ipsos and an adjunct 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 podcast
Brand 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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