Brand Transformation Using Art & Science (with Emmanuel Probst)

Brand Transformation Using Art & Science (with Emmanuel Probst)

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In this article, I’m joined by Emmanuel Probst author, marketer and brand strategist with over 17 years of experience.

Now for those who don’t know him, Emmanuel is a strategist who’s passionate about building brands that don’t just sell, but transform people and the world they live in.

He teaches students the tools they need to become successful brand strategists at UCLA…

He hones his craft at Ipsos, helping clients to measure and amplify how brands and consumers connect

He shares the fruits of all his knowhow and experience in his books Brand Hacks and his latest Assemblage – The Art And Science Of Brand Transformation…

Earning accolades from the likes of David Aaker, Jonah Berger, and Rory Sutherland to name a few.

And in this article we explore

How brand perception is the truth

How to use brand to shape consumers perceptions and

How data and insights can be used to deliver a personalised consumer experience

So, if you want to learn about brand strategy from a well-respected brand strategy professor, author and executor… then don’t miss this article

Emmanuel Probst Art & Science Journey

He is using a projector to display his slides on a screen behind him and appears to be engaging with his audience.

Stephen Houraghan

But before I start attacking you with questions, can you give us a little bit of background as to where you’ve come from and how you fell into this really niche area of the science behind branding?

Conference event with people seated in rows facing a stage.

Emmanuel Probst

I come from a passion for understanding why people do what they do. You asked for an introduction, and I do three things.

Firstly, I’m the global lead for brand thought leadership at SOS.

Secondly, I teach consumer market research at the University of California, Los Angeles (UCLA).

And lastly, I write my books.

These three things have a common goal, which is to understand why people do what they do.

My focus is on consumer psychology so that as marketing and advertising professionals, we can build stronger brands.

This has been my passion for over 17 years and has kept me on my toes.