Ep 107 : Dr. Emmanuel Probst on How to Create a Transformative Brand - The Art & Science of Disruptive Brand Building

Jagged with Jasravee : Cutting-Edge Marketing Conversations with Thought Leaders

Assemblage: How does Assemblage relate to brands?

Brand Transformation - How brands can transform the world we live in by leveraging the concept of Assemblage. Explore the three dimensions of transformative branding, including advertising and services, sustainability and environmental impact, and consumer empowerment.

Power of Archetypes - How can we use the power of archetypes connect with audiences, from flawed villains to aspirational heroes.?

Meaningful Brand Hacks - What are examples of meaningful brand hacks identified by Dr. Probst, including authenticity, nostalgia, travel, and adventure.

Dr Emmanuel Probst talks about the above themes and more as he urges marketers to create transformational brands. Emmanuel is the Global Lead: Brand Thought-Leadership at IPSOS. In his new book, Assemblage, he explains how to build brands that transform people and the world they live in.

Connect with him on Linkedin : https://www.linkedin.com/in/emmanuelprobst/

His Book on Amazon

https://www.amazon.in/Assemblage-Art-Science-Brand-Transformation/dp/1646871251

Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.

Please visit Jasravee at https://jasravee.com/

Connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/

Email Jasravee at [e-mail]

Index

00:00 Preview & Introduction to Dr Emmanuel Probst

02:21 The Concept of Assemblage: Unveiling the Power of Brand Evolution

05:27 James Bond as a Brand: Adapting and Evolving with the Times

10:13 Need for Assemblage - Shifting of Influence Towards Consumers

13:01 Co-Creation of Brands with Customers - Cadbury Unity Bar Failure

18:54 Shaping vs. Meeting Expectations: Lessons from Tesla

22:54 Sustainability & Brands Impact - Bridging the Say-Do Gap, Sustainability and the Youth Perspective

24:49 Sustainability & the Patagonia Example

26:18 Recycling & Upcycling Products -Gently Worn Yoga Pants Story

30:27 Embracing Archetypes: Anti-Heroes, Villains, and Saviours in Brand Building

34:27 Dove: The Anti-Hero Brand that Championed Real Beauty and Reverse Selfie

38:10 The Reassuring Role of Nostalgia in Branding, Illustrated by Polaroid

42:01 The Future of Brand Building: Exploring Remix, Repurpose, Creator & Gig Economy

43:40 Starbucks: A Prime Example of Brand Remixing and Repurposing

45:06 Assemblage & Indian Cooking

46:40 Rapid Fire - Personally Speaking with Emmanuel Probst

48:42 Connecting with Dr Emmanuel Probst

Creating transformative and disruptive brands requires a careful blend of art and science. Similar to the process of winemaking, assemblage involves selecting relevant attributes to create unique and premium brands. Successful brands understand the importance of staying relevant in a rapidly changing market and adapt to evolving consumer preferences.

Co-creation, the blending of brand and consumer narratives, creates a meaningful connection with the audience. Prioritizing sustainability and environmental impact allows brands to gain loyalty and demonstrate their commitment to a better future. By implementing these strategies, brands can disrupt the market and forge deep connections with their audience, ultimately leaving a positive impact on individuals and the world at large.

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Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd.

Website : https://jasravee.com/