Ep 107 : Dr. Emmanuel Probst on How to Create a Transformative Brand - The Art & Science of Disruptive Brand Building
Assemblage: How does Assemblage relate to brands?
\nBrand Transformation - How brands can transform the world we live in by leveraging the concept of Assemblage. Explore the three dimensions of transformative branding, including advertising and services, sustainability and environmental impact, and consumer empowerment.
\nPower of Archetypes - How can we use the power of archetypes connect with audiences, from flawed villains to aspirational heroes.?
\nMeaningful Brand Hacks - What are examples of meaningful brand hacks identified by Dr. Probst, including authenticity, nostalgia, travel, and adventure.
\nDr Emmanuel Probst talks about the above themes and more as he urges marketers to create transformational brands. Emmanuel is the Global Lead: Brand Thought-Leadership at IPSOS. In his new book, Assemblage, he explains how to build brands that transform people and the world they live in.
\nConnect with him on Linkedin : https://www.linkedin.com/in/emmanuelprobst/
\nHis Book on Amazon
\nhttps://www.amazon.in/Assemblage-Art-Science-Brand-Transformation/dp/1646871251
\nJagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.
\nPlease visit Jasravee at https://jasravee.com/
\nConnect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/
\nEmail Jasravee at jasravee@theadiva.com
\nIndex
\n00:00 Preview & Introduction to Dr Emmanuel Probst
\n02:21 The Concept of Assemblage: Unveiling the Power of Brand Evolution
\n05:27 James Bond as a Brand: Adapting and Evolving with the Times
\n10:13 Need for Assemblage - Shifting of Influence Towards Consumers
\n13:01 Co-Creation of Brands with Customers - Cadbury Unity Bar Failure
\n18:54 Shaping vs. Meeting Expectations: Lessons from Tesla
\n22:54 Sustainability & Brands Impact - Bridging the Say-Do Gap, Sustainability and the Youth Perspective
\n24:49 Sustainability & the Patagonia Example
\n26:18 Recycling & Upcycling Products -Gently Worn Yoga Pants Story
\n30:27 Embracing Archetypes: Anti-Heroes, Villains, and Saviours in Brand Building
\n34:27 Dove: The Anti-Hero Brand that Championed Real Beauty and Reverse Selfie
\n38:10 The Reassuring Role of Nostalgia in Branding, Illustrated by Polaroid
\n42:01 The Future of Brand Building: Exploring Remix, Repurpose, Creator & Gig Economy
\n43:40 Starbucks: A Prime Example of Brand Remixing and Repurposing
\n45:06 Assemblage & Indian Cooking
\n46:40 Rapid Fire - Personally Speaking with Emmanuel Probst
\n48:42 Connecting with Dr Emmanuel Probst
\nCreating transformative and disruptive brands requires a careful blend of art and science. Similar to the process of winemaking, assemblage involves selecting relevant attributes to create unique and premium brands. Successful brands understand the importance of staying relevant in a rapidly changing market and adapt to evolving consumer preferences.
\nCo-creation, the blending of brand and consumer narratives, creates a meaningful connection with the audience. Prioritizing sustainability and environmental impact allows brands to gain loyalty and demonstrate their commitment to a better future. By implementing these strategies, brands can disrupt the market and forge deep connections with their audience, ultimately leaving a positive impact on individuals and the world at large.
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\nJagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd.
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