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b'\\u201cSomething that disruptors bring to the table is the personal relationship with the customer.\\u201d And\\xa0Brand Hacks\\xa0author Emmanuel Probst knows a thing or two about disruptors. With a background in academia and working with several Fortune 500 clients at Ipsos, he brings a consumer behavior focused mindset to the world of branding and marketing. We discussed all of this and more on this week\\u2019s episode of the On Brand podcast.\\nAbout Emmanuel Probst\\nEmmanuel Probst\\u2019s\\xa0background combines over 15 years of market research and marketing experience with strong academic achievements. At Ipsos, Emmanuel supports numerous Fortune 500 companies by providing them with a full understanding of their customer\\u2019s journey. This encompasses brand awareness to purchase and recommendation, leading to greater insights on the consumer within it. His clients span across a wide range of industries, including consumer package goods, retail, financial services, advertising agencies, and media outlets. He\\u2019s also the author of the book\\xa0Brand Hacks: How to Build Brands by Fulfilling the Human Quest for Meaning.\\nEmmanuel also teaches Consumer Market Research at the University of California at Los Angeles (UCLA), and writes about consumer psychology for numerous publications. Emmanuel 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.\\nEpisode Highlights\\nCognitive dissonance when it comes to branding.\\xa0As a fellow educator, Emmanuel remarked that the millennials that he teaches frequently note that they\\u2019re not \\u201cinto brands.\\u201d And yet they use brands like Spotify constantly!\\nIs branding different in an era where consumers don\\u2019t think brands matter?\\xa0\\u201cIt has to be less flashy,\\u201d Emmanuel reminds us. This made me think of a Steve Jobs quote I heard last week at MarketingProfs B2B Forum from keynote speaker Kara Swisher. Jobs had thought that marketing should be \\u201cquiet.\\u201d Emmanuel and I then discussed that Apple\\u2019s advertising and promotion has grown to be anything but quiet.\\nCan you measure branding immediately?\\xa0\\u201cProgrammatic advertising creates the illusion that instant metrics are available.\\u201d It\\u2019s something you have to measure regularly over time\\u2014especially the emotional resonance with your customers.\\nWhat brand has made Emmanuel smile recently?\\xa0Emmanuel pointed us to a brand I\\u2019ve never heard of before \\u2014 The Farmer\\u2019s Dog. \\u201cIt provides meal plans for pet owners.\\u201d It promises real food for dogs that have been tested on\\xa0humans\\xa0first. That\\u2019s a welcome reversal!\\nTo learn more,\\xa0connect with Emmanuel on\\xa0LinkedIn\\xa0or\\xa0Instagram.\\nAs We Wrap \\u2026\\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.\\nOn Brand is sponsored by my book\\xa0Brand Now.\\xa0Discover the seven dynamics to help your brand stand out in our crowded, distracted world.\\xa0Order now and get special digital extras.\\xa0Learn more.\\n\\n\\nSubscribe to the podcast\\xa0\\u2013 You can subscribe to the show via\\xa0Apple Podcasts,\\xa0Stitcher,\\xa0Google Play,\\xa0TuneIn, and\\xa0RSS.\\n\\n\\nRate and review the show\\xa0\\u2013 If you like what you\\u2019re hearing, head over to\\xa0Apple Podcasts\\xa0and click that 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review. This helps others find the podcast.\\n\\n\\nOK. How do you rate and review a podcast?\\xa0Need a quick tutorial on leaving a rating/review in iTunes?\\xa0Check this out.\\n\\nUntil next week, I\\u2019ll see you on the Internet!\\nLearn more about your ad choices. Visit megaphone.fm/adchoices'