What the Pandemic Means for Brands with Emmanuel Probst
\u201cThe pandemic has forced brands to change the way they communicate and the way they operate.\u201d As a research professor, author, and VP at Ipsos, Emmanuel Probst spends a lot of time studying, teaching, and writing about consumer behavior. His latest update to Brand Hacks provides brand builders with a useful compass for navigating the increasingly challenging world we find ourselves in. We discussed all of this and more this week on the On Brand podcast.\nAbout Emmanuel Probst\nDr. Emmanuel Probst\u2019s background combines over 15 years of market research and marketing experience with strong academic achievements. As Senior Vice President at Ipsos, Emmanuel supports his clients by providing them with a full understanding of their customer\u2019s journey. His experience spans a wide range of industries, including consumer packaged goods, retail, financial services, advertising agencies, and media outlets. He is the author of the upcoming book Brand Hacks: How to Build Brands by Fulfilling the Consumer Quest for Meaning (September 2021).\nDr. Probst teaches Consumer Market Research at the University of California at Los Angeles (UCLA). Emmanuel holds an MBA in Marketing from the University of Hull, United Kingdom and a Doctorate in Consumer Psychology from Nottingham Trent University, United Kingdom.\nEpisode Highlights\nWhat does the ongoing global pandemic mean for brands? \u201cEverything has changed and nothing has changed.\u201d Brands are still focused on the quest for meaning.\nWhat has changed specifically? \u201cWhat has changed is how we deliver our brands to our customers. The world now is hybrid\u2014or else.\u201d\nBrands need to demonstrate their purpose. \u201cYou need to demonstrate purpose instead of just talking about it,\u201d says Emmanuel. \u201cBrands like Patagonia and National Geographic are built around purpose.\u201d But, he notes, tech brands like Google and Apple are starting to retool around purpose.\nWhat brand has made Emmanuel smile recently? In keeping with our theme of brand meaning and purpose, Emmanuel pointed to the (long overdue) rebranding campaign of Ben's Original, formerly Uncle Ben's. This is another example of a brand walking its talk.\nTo learn more about Emmanuel, check out his book Brand Hacks on Amazon, the useful resources on the Ipsos website, as well as Emmanuel's own site.\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,\xa0Spotify,\xa0Google Play,\xa0Stitcher,\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