A new era of brand relevance with Emmanuel Probst

On this episode of Now that’s Significant, a market research podcast. I am your host, Michael Howard, head of marketing at Infotools. Today, we are joined by Emmanuel Probst, the Global Lead, Brand Thought-Leadership at Ipsos. He is an adjunct professor at the University of California.  In this episode, we talked about: - We talked about how brands need to transform in order to stay relevant and thrive. - You mentioned gave us some insight into what compelled you to write the book. - We had a look at Brand purpose and what market researchers can do to help in this regard. - We discussed what’s led consumers to switching off most of the marketing and advertising of today, with some ideas on how to rectify this. - You shared some reasoning behind why you looked at both large and small brands, to highlight what each to learn from each other. - You gave us some great insight into what assemblage is and why it’s so important for market research teams. - We talked about anti-heroes, saviors, and villains in regards to building brand relevance. - The mood shifted a little as we reflected on what brands can do to help consumers who never felt more lonely. - And lastly, we looked at what happens to brands if organizations kept building them like birds continually evolve and build nests.  We hope you enjoy the show.