I’m thrilled to welcome author and executive Emmanuel Probst on Uncorking a Story. Emmanuel’s background combines over 16 years of market research and marketing experience with strong academic achievements. He joined me to discuss his career and latest book, Assemblage: The Art and Science of Brand Transformation.

Key Topics

00:00:00 Introduction

00:02:29 The Fulfilling And Compelling World Of Market Research

00:05:21 Traditional Market Research Vs. Technology

00:09:07 The Evolving Role Of Brands And Branding.

00:15:07 The Increasing Risk Of Brand Backlash

00:18:24 Testing The Concept Of A Transgender Spokesperson In Marketing Campaigns

00:21:21 Transforming Brand And Market Research In The Digital Age 

00:26:20 Recall And Transforming Consumer Attitudes Towards Products

00:32:57 Tacky Advertisements Don’t Build Brand Equity

00:39:03 How To Purchase Assemblage: The Art And Science Of Brain Transformation Book

Buy Assemblage: The Art and Science of Brand Transformation.


Bookshop.org: https://bookshop.org/a/54587/9781646871254

Connect With Emmanuel

Website: https://www.emmanuelprobst.com/

LinkedIn: https://www.linkedin.com/in/emmanuelprobst/


Connect with Mike

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