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
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 email@example.com
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.
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