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Emmanuel Probst leads brand thought leadership at Ipsos and is the author of the Wall Street Journal and USA Today bestseller Brand Hacks. His latest book is Assemblage: The Art and Science of Brand Transformation. We discussed all of this and more this week on the On Brand podcast.\n\nAbout Emmanuel Probst\nEmmanuel Probst is Global Lead, Brand Thought-Leadership at Ipsos, adjunct professor at the University of California at Los Angeles, and the author of Wall Street Journal and USA Today bestseller Brand Hacks. He supports numerous Fortune 100 companies by providing them with a full understanding of their customer\u2019s journey.\nEmmanuel holds an MBA in Marketing from the University of Hull, United Kingdom, and a Doctorate in Consumer Psychology from the University of Nottingham Trent, United Kingdom. His latest book is Assemblage: The Art and Science of Brand Transformation.\n\nEpisode Highlights\nTechnology and COVID have changed a lot about consumer behavior but \u2026 \u201cYou also have to look at what hasn\u2019t changed,\u201d Emmanuel began. \u201cWe as humans crave in-person and interpersonal interactions.\u201d\n\u201cStop trying to compete with Amazon,\u201d Emmanuel cautioned. \u201cPeople keep saying retail is dead. Retail is growing faster than e-commerce. But it has to be either very high touch or very unique.\u201d Furthermore, brands have to make a positive impact in the world and in the lives of consumers today.\nWhere do you start with this? \u201cDon\u2019t try to be everything to everyone,\u201d Emmanuel said. \u201cAn airport saying it wants to be carbon neutral isn\u2019t a realistic goal. But Dove can celebrate real beauty.\u201d That\u2019s why brand building is both an art and a science.\nSo, how is branding like wine-making?\xa0The title for Emmanuel\u2019s new book Assemblage comes from his belief that this art and science has more in common with makers of spirits like wine and bourbon (now he has my attention!). \u201cThe master blender combines samples from a variety of grapes and methods.\u201d\nAre there examples of brands doing this?\xa0\u201cLiquid Death has changed the conversation around water,\u201d said Emmanuel, adding that much of the brand\u2019s innovation came as the result of relatively cheap but incredibly innovative creative.\nLiquid Death comes up a lot on the On Brand podcast. It was referenced recently by Rebecca Coleman and as far back as David Brickley.\nWhat brand has made Emmanuel smile recently?\xa0\u201cI have two!\u201d\xa0Emmanuel shared, again leading with Liquid Death for\xa0\u201cmurdering your thirst.\u201d He also pointed us to B2B copywriter George Tennenbaum for his engaging presence on LinkedIn.\nTo learn more, connect with Emmanuel on LinkedIn and find his new book Assemblage on Amazon, Barnes and Noble, or wherever you like to shop.\nWant more Emmanuel Probst On Brand? Check out his previous appearances on marketing in the midst of the pandemic and creating brands for tomorrow\u2019s consumers.\nAs We Wrap \u2026\n\n\nListen and subscribe\xa0at\xa0Apple Podcasts,\xa0Spotify,\xa0Amazon/Audible,\xa0Google Play,\xa0Stitcher,\xa0TuneIn,\xa0iHeart,\xa0YouTube, and\xa0RSS.\n\n\nRate and review the show\u2014If you like what you\u2019re hearing, be sure to head over to\xa0Apple Podcasts\xa0and click the 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review to help others find the show.\n\n\nDid you hear something you liked on this episode or another?\xa0Do you have a question you\u2019d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show.\n\n\nOn Brand is a part of the\xa0Marketing Podcast Network.\n\n\nUntil next week, I\u2019ll see you on the Internet!\nLearn more about your ad choices. Visit megaphone.fm/adchoices