Brands can no longer force-feed us a plethora of products we don’t need. To succeed, brands must transform us and the world we live in. Assemblage guides you through the art and science of creating transformative brands by combining personal, social and cultural attributes.
In particular, Assemblage will show you:
o How to shape consumers’ perceptions
o Why we relate with anti-heroes, villains, and saviors
o How brands can reassure consumers about the future, by leveraging the past and the present
o How to utilize data and insights to deliver a personalized, human-centric consumer experience
o How brands can make a positive impact on people, society and the economy
o What Picasso knew, and all marketers need to learn
In Assemblage, USA Today and WSJ Bestselling Author Dr. Emmanuel Probst leverages in-depth research in consumer psychology, extensive consumer insights, interviews with industry-leading marketers, and case studies of transformative brands, big and small to create an action guide for helping brands
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What Marketing Experts Are Saying About Assemblage:
The only way to find brand success and growth is to reframe perceptions and decisions. Probst provides routes to doing just that. A real contribution.
David Aaker, Vice Chairman at Prophet, Brand Strategist and Author of “The Future of Purpose-Driven Branding”
Want to create a transformative brand? Assemblage shows you how, illustrating how brands can do good for both consumers and society.
Jonah Berger, Wharton Professor and Bestselling author of Contagious and The Catalyst
Assemblage blends academic research with practical insights that marketers can immediately put to good use. It’s a clear, concise, and actionable book.
Nir Eya, Author of Hooked and Indistractable
Assemblage offers a holistic understanding of brands and perceptions – it is a must-read.
Martin Lindstrom, New York Times Best-selling author of Buyology and the Ministry of Common Sense
As Jeremy Bullmore famously said, ‘People build brands the way birds build nests – from the scraps and straws they find lying around.’ Using the model of assemblage, the art of blending fine cognacs, Emmanuel Probst provides us with a much more helpful and versatile mental model for the way brands are built in practice It is also an approach which rings true with what we are increasingly learning about human perception and behaviour.
Rory Sutherland, Vice Chairman, Ogilvy UK
Assemblage is the book I have been waiting for. Its standpoint on the marketing industry is disruptive. Its learnings are pragmatic.
Scott McDonald, President & CEO – Advertising Research foundation
Assemblage shows the transformation power of brands for both consumers and society. It’s simply a must read.
Neil Hoyne, Chief Measurement Strategist, Google
Marketers and brands now have the opportunity to make a positive contribution to consumers and society. Assemblage is your ultimate guide for this new brand era.
Jeff Rosenblum, Author of Friction and Exponential
As a marketer it is your job to compete. The first step in that journey is gaining a deep understanding of what moves the people most important to your brand’s future. In Assemblage, Emmanuel Probst provides the critical insights, tools and techniques necessary to take that first step and strengthen your brand in the marketplace.
Derrick Daye, Managing Partner, Brand Strategist, The Blake Project