Ipsos Brand Success Framework Workshops

We invite you and your team to experience a complimentary live onsite learning session on brand transformation, led by Wall Street Journal best-selling author and UCLA adjunct professor Emmanuel Probst, who is also global lead of Brand Thought leadership at Ipsos.

Probst will connect his widely praised new book, “Assemblage – The Art and Science of Brand Transformation,” to Ipsos’ Brand Success Framework, demonstrating Ipsos’ approach to building successful brands.

Consumers don’t care about (most) brands, and 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 attributes.

Probst’s presentation will be illustrated with numerous examples of big and small companies that are getting brand transformation right. The session will answer vital questions that are top of mind for brands in 2023:

• What are the personal, social and cultural attributes brands must combine to stand out?
• How can companies shape expectations, integrate context and act with empathy?
• How can brands gather, combine and analyze disparate data sets and insights to deliver a personalized, human-centric brand experience?
• How can companies use brand transformation to boost revenue?

Ipsos recently published a passage from Probst’s work focusing on successful brands—and how companies must start with understanding the context people live in.

Some of the highlights from Probst:

“Brand managers who demonstrate empathy endeavor to continuously capture and feel what is important to societies, cultures and individuals across contexts and consumption occasions. Empathetic brand management and brand marketing has been proven to be more effective. For example, empathic communication is the #1 driver of long-term advertising effectiveness.”

“One of the obvious places for brands to demonstrate empathy is through their advertising. A recent campaign for Volvo showcases how important empathy is when it comes to a brand’s creative expression. In a meta-analysis of the Volvo ad, Ipsos’ Creative Excellence team identified that creative advertising must demonstrate that the brand understands people and must act empathically.”

“Consumers, more than ever, are pushing brands to become more sustainable, Ipsos research finds. For example, 38% of Americans say manufacturers and retailers should be responsible for reducing unnecessary packaging. More brands than ever feel pressure to show their sustainability agenda—but being a sustainable brand has different meanings to different consumers.”

Probst’s book has drawn praise from marketing executives and experts across the country.

“Want to create a transformative brand? Assemblage shows you how, illustrating how brands can do good for both consumers and society.” Jonah Berger, Wharton Professor and Bestselling author of Contagious and The Catalyst

“The only way to find brand success and growth is to reframe perceptions and decisions. Probst provides routes to doing just that. A real contribution.” David Aaker, Vice Chairman at Prophet, Brand Strategist and Author of "The Future of Purpose-Driven Branding"

“Assemblage offers a holistic understanding of brands and perceptions – it is a must-read.” Martin Lindstrom, New York Times Best-selling author of Buyology and the Ministry of Common Sense

“Assemblage is the book I have been waiting for. Its standpoint on the marketing industry is disruptive. Its learnings are pragmatic.” Scott McDonald, CEO, Advertising Research foundation

“Assemblage blends academic research with practical insights that marketers can immediately put to good use. It's a clear, concise, and actionable book.” Nir Eyal, Author of Hooked and Indistractable

“As Jeremy Bullmore famously said, 'People build brands the way birds build nests - from the scraps and straws they find lying around.' Using the model of assemblage, the art of blending fine cognacs, Emmanuel Probst provides us with a much more helpful and versatile mental model for the way brands are built in practice. It is also an approach which rings true with what we are increasingly learning about human perception and behavior.” Rory Sutherland, Vice Chairman, Ogilvy UK

“Assemblage shows the transformation power of brands for both consumers and society. It's simply a must read.” Neil Hoyne, Chief Measurement Strategist, Google

“Marketers and brands now have the opportunity to make a positive contribution to consumers and society. Assemblage is your ultimate guide for this new brand era.” Jeff Rosenblum, Author of Friction and Exponential

Please join us to leverage key learning outcomes from Probst, his book and Ipsos—and gain the tools and vision your company needs for successful brand transformation.