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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

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Episode  ·  50:20  ·  Jun 9, 2023


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 jasravee@theadiva.com 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. Follow Jagged with Jasravee on Social Media Campsite One Link : https://campsite.bio/jaggedwithjasravee Facebook Page : https://www.facebook.com/jaggedwithjasravee Instagram : https://www.instagram.com/jagggedwith Podcast Page : https://anchor.fm/jagged-with-jasravee Youtube Page : https://www.youtube.com/c/jaggedwithjasravee Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd. Website : https://jasravee.com/

50m 20s  ·  Jun 9, 2023

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