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Assemblage: The Art and Science of Brand Transformation
“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 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.
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 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.
240 pages, Hardcover
Published January 24, 2023
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January 9, 2024
"Assemblage – The Art and Science of Brand Transformation" by Dr. Emmanuel Probst intricately explores the concept of 'assemblage' and its profound implications in the realm of branding. Through a meticulous examination, Probst delves into the intricacies of this methodology, shedding light on its multifaceted nature and the challenges it presents. The book adeptly navigates the complex terrain of assemblage, defining it not only as a combination of art and science but also as a strategic framework that demands a nuanced understanding of various elements converging to shape a brand's identity.
One of the book's strengths lies in elucidating the elusive nature of assemblage, highlighting why its execution poses considerable difficulties. Dr. Probst dissects the enigmatic 'infinite scroll' that characterizes modern consumer experiences, unraveling its impact on brand construction and transformation. Furthermore, the author eloquently unpacks the three-dimensional approach intrinsic to the assemblage method, providing a comprehensive roadmap for brands seeking to navigate the evolving landscape effectively. This framework proves instrumental in elucidating how contemporary brands can adapt, evolve, and resonate authentically with their audiences in an ever-changing market.
By addressing the intricate relationship between perception and truth, Dr. Probst ventures into the realm of brand perception and creation. The book explores strategies through which brands can craft and manipulate customer perception effectively, demonstrating the significance of this process in shaping consumer behavior. Additionally, the discussion on the allure of 'anti-heroes,' 'villains,' and 'saviors' within the context of branding unveils the psychological underpinnings behind society's fascination with these archetypes, offering valuable insights for brand strategists. Overall, "Assemblage" serves as a compelling guide for brands aiming not just to establish a presence but to etch a lasting narrative in the hearts and minds of their audience, positioning themselves as rituals rather than mundane routines.
One of the book's strengths lies in elucidating the elusive nature of assemblage, highlighting why its execution poses considerable difficulties. Dr. Probst dissects the enigmatic 'infinite scroll' that characterizes modern consumer experiences, unraveling its impact on brand construction and transformation. Furthermore, the author eloquently unpacks the three-dimensional approach intrinsic to the assemblage method, providing a comprehensive roadmap for brands seeking to navigate the evolving landscape effectively. This framework proves instrumental in elucidating how contemporary brands can adapt, evolve, and resonate authentically with their audiences in an ever-changing market.
By addressing the intricate relationship between perception and truth, Dr. Probst ventures into the realm of brand perception and creation. The book explores strategies through which brands can craft and manipulate customer perception effectively, demonstrating the significance of this process in shaping consumer behavior. Additionally, the discussion on the allure of 'anti-heroes,' 'villains,' and 'saviors' within the context of branding unveils the psychological underpinnings behind society's fascination with these archetypes, offering valuable insights for brand strategists. Overall, "Assemblage" serves as a compelling guide for brands aiming not just to establish a presence but to etch a lasting narrative in the hearts and minds of their audience, positioning themselves as rituals rather than mundane routines.
Displaying 1 of 1 review