This is Brand Story, where host Steve Gilman talks with those on the front lines of brands: business leaders, entrepreneurs, and marketers. Our guests represent a wide variety of roles and industries, but the lessons learned break through those walls, connecting us on shared themes of brand experience, leadership, storytelling and understanding your audience. You’ll hear unique stories you can relate to, be inspired by, and learn from — because stories are what connects us.
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episode 61: Assembling a Brand with Dr. Emmanuel Probst
How can we build better brands? Dr. Emmanuel Probst has a few ideas. As the Global Lead of Brand Thought-Leadership at Ipsos, Emmanuel has spent his career learning what it takes to create successful brands – and it may not be as unique of a concept as you think. In this episode of Brand Story, we discuss how to repurpose ideas for today’s consumer and unpack what it takes to assemble a brand featuring insights from Emmanuel’s new book, Assemblage: The Art and Science of Brand Transformation.
This is Brand Story, a podcast celebrating the stories of real people who are making an impact on brands, business, and the world around them. Episodes feature guests from a variety of backgrounds who bring their own unique perspectives to the conversation.
Brand Story is created and produced by Gravity Group, a full-service brand and marketing agency, and is hosted by Gravity Group President, Steve Gilman.
Links and Information From the Episode Here: https://www.gravitygroup.com/podcast/assembling-a-brand/
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Chapters:
(00:00) Introduction - Emmanuel Probst, Reconciling Academia and Practitioners in Brand Building
(03:01) Brand Assemblage - Cognac, Wine, and Building Brands
(04:28) Building Brands the Way Birds Build Nests
(07:43) 3 Dimensions of the Assemblage Method - Personal, Social, Cultural
(11:35) Brands Change Over Time - James Bond vs. Blockbuster
(17:40) Heroes, Anti-Heroes, Villains: Finding a Relatable Archetype
(22:55) Imperfection Lets the Light In: Taylor Swift's Brand
(25:24) Pharrell Williams Can't Read Music - His Talent is in Assemblage to Achieve a Vision
(29:52) Success of Smaller Brands is More Compelling
(34:44) Madison Avenue is Gone - Building Brands to Serve the Greater Good