Dr. Emmanuel Probst, Global Lead: Brand Thought-Leadership at Ipsos, discusses his new book, Assemblage, and what goes into creating a brand with our president, Steve Gilman.
Starbucks, Apple, Star Wars – what do these three brands have in common? They were all developed after taking an idea that already existed and repurposing it for today’s consumer. We often think that great creators need to reinvent the wheel, when in reality, it’s about being able to transform something that already exists and put it in a new context. It’s how great brands are made.
In this episode, we unpack what it takes to assemble a brand featuring insights from Emmanuel’s new book, Assemblage: The Art and Science of Brand Transformation. We cover the anti-heroes, saviors, and villains that make up famous brands, and why being relatable is more powerful than being perfect. Even if you aren’t looking to create a new brand, Emmanuel’s examples on how to reshape and repurpose ideas are applicable to businesses both large and small – so you can spend less time trying to reinvent the wheel and more time focusing on what matters for your customer.
