“Something that disruptors bring to the table is the personal relationship with the customer.” And Brand Hacks author Emmanuel Probst knows a thing or two about disruptors. With a background in academia and working with several Fortune 500 clients at Ipsos, he brings a consumer behavior focused mindset to the world of branding and marketing. We discussed all of this and more on this week’s episode of the On Brand podcast.
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About Emmanuel Probst
Emmanuel Probst’s background combines over 15 years of market research and marketing experience with strong academic achievements. At Ipsos, Emmanuel supports numerous Fortune 500 companies by providing them with a full understanding of their customer’s journey. This encompasses brand awareness to purchase and recommendation, leading to greater insights on the consumer within it. His clients span across a wide range of industries, including consumer package goods, retail, financial services, advertising agencies, and media outlets. He’s also the author of the book Brand Hacks: How to Build Brands by Fulfilling the Human Quest for Meaning.
Emmanuel also teaches Consumer Market Research at the University of California at Los Angeles (UCLA), and writes about consumer psychology for numerous publications. Emmanuel holds an MBA in Marketing from the University of Hull, United Kingdom and a Doctorate in Consumer Psychology from the University of Nottingham Trent, United Kingdom.
Cognitive dissonance when it comes to branding. As a fellow educator, Emmanuel remarked that the millennials that he teaches frequently note that they’re not “into brands.” And yet they use brands like Spotify constantly!
Is branding different in an era where consumers don’t think brands matter? “It has to be less flashy,” Emmanuel reminds us. This made me think of a Steve Jobs quote I heard last week at MarketingProfs B2B Forum from keynote speaker Kara Swisher. Jobs had thought that marketing should be “quiet.” Emmanuel and I then discussed that Apple’s advertising and promotion has grown to be anything but quiet.
Can you measure branding immediately? “Programmatic advertising creates the illusion that instant metrics are available.” It’s something you have to measure regularly over time—especially the emotional resonance with your customers.
What brand has made Emmanuel smile recently? Emmanuel pointed us to a brand I’ve never heard of before — The Farmer’s Dog. “It provides meal plans for pet owners.” It promises real food for dogs that have been tested on humans first. That’s a welcome reversal!
As We Wrap …
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