"Probst's combination of agile writing and insightful observations makes most other books on modern branding look both overly circumspect and woefully incomplete ... A fascinating--and surprisingly fun--wide-angle look at advertising." -- Kirkus Reviews (starred review)
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
guides you through the art and science of creating transformative brands by
combining personal, social, and cultural components. Assemblage will
show you
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.
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
guides you through the art and science of creating transformative brands by
combining personal, social, and cultural components. Assemblage will
show you
- Why
perception is the truth and how to shape people's perceptions - Why
we relate to antiheroes, villains, and saviors - How
brands can reassure consumers about their past, present, and future - How
to leverage data and insights to deliver a personalized, human-centric consumer experience - How
brands can make a positive impact on people, society, and the economy
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.
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