Uncorking A Story

I’m thrilled to welcome author and executive Emmanuel Probst on Uncorking a Story. Emmanuel’s background combines over 16 years of market research and marketing experience with strong academic achievements. He joined me to discuss his career and latest book, Assemblage: The Art and Science of Brand Transformation. Key Topics 00:00:00 Introduction 00:02:29 The Fulfilling And Compelling World Of Market Research 00:05:21 Traditional Market Research Vs. Technology 00:09:07 The Evolving Role Of Brands And Branding. 00:15:07 The Increasing Risk Of Brand Backlash 00:18:24 Testing The Concept Of A Transgender Spokesperson In Marketing Campaigns 00:21:21 Transforming Brand And Market Research In The Digital Age  00:26:20 Recall And Transforming Consumer Attitudes Towards Products 00:32:57 Tacky Advertisements Don't Build Brand Equity 00:39:03 How To Purchase Assemblage: The Art And Science Of Brain Transformation Book Buy Assemblage: The Art and Science of Brand Transformation. Amazon:https://amzn.to/3HhTlfV Booksho