Brand Transformation with Emmanuel Probst

To succeed, brands can’t just go around selling products anymore. Brands have to create transformative experiences and positively impact people’s lives and the world as a whole. Join Little Bird Momma and CEO, Priscilla McKinney and the Global Lead: Brand Thought-Leadership at Ipsos, Emmanuel Probst, as they discuss Emmanuel’s new book, Assemblage: The Art and Science of Brand Transformation and how brands can transform today to be truly successful. So just what is assemblage? Emmanuel draws a delicious metaphor between the process distillers go through to create a perfect cognac by choosing wisely from a wide range of barrels, grains and other alcohols to combine and mix the blend until arriving at the perfect product, to what marketers and brand managers need to do — collect a wide range of personal, social, and cultural attributes that to bring to the brand, the product and the perception of the product. Consumers are overwhelmed with products and overwhelmed with brands. Brands are waking up to the possibility of co-creating a new future with consumers. Emmanuel provides a handful of thought-provoking examples and walks us through how brands are dynamic and need to adapt over time. Step one in transforming your brand? Close your laptop. Tune in and soak up Emmanuel’s knowledge and guidance on where to start, how to transform, and what to keep in mind along the way. This podcast pairs well with a fine cognac.  Links to Emmanuel’s books: Assemblage: The Art and Science of Brand Transformation Brand Hacks: How to Build Brands by Fulfilling the Consumer Quest for Meaning Shoutout to our sponsor: Fieldwork!