Emmanuel Probst

“Brands can no longer force-feed us a plethora of products we don’t need. To succeed, brands must transform us and the world we live in." Assemblage is a book that guides you through the art and science of creating transformative brands. It shows you how to combine personal, social, and cultural components to create brands that resonate with people and make a positive impact. Here are some of the key insights that you will learn from Assemblage: Perception is reality. What people believe about your brand is more important than what you say about it. We relate to antiheroes, villains, and saviors. These archetypes can be used to create brands that are both relatable and memorable. Brands can reassure consumers about their past, present, and future. This can be done by connecting with their hopes, fears, and dreams. Data and insights can be used to create personalized, human-centric experiences. This is essential for brands that want to build genuine relationships with their customers. Brands can make a positive impact on people, society, and the economy. This is not only good for business, but it is also the right thing to do. Assemblage is supported by in-depth research in consumer psychology, extensive consumer insights, interviews with industry-leading marketers, and case studies of transformative brands, big and small.