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 Bookshop.org: https://bookshop.org/a/54587/9781646871254 Connect With Emmanuel Website: https://www.emmanuelprobst.com/ LinkedIn: https://www.linkedin.com/in/emmanuelprobst/ Connect with Mike Website: https://uncorkingastory.com/ Youtube: https://www.youtube.com/channel/UCSvS4fuG3L1JMZeOyHvfk_g Instagram: https://www.instagram.com/uncorkingastory/ TikTok: https://www.tiktok.com/@uncorkingastory Twitter: https://twitter.com/uncorkingastory Facebook: https://www.facebook.com/uncorkingastory LinkedIn: https://www.linkedin.com/company/uncorking-a-story/ If you like this episode, please share it with a friend. If you have not done so already, please rate and review Uncorking a Story on Apple Podcasts, or wherever you get your podcasts. Learn more about your ad choices. Visit megaphone.fm/adchoices

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“What did the council decide on item 42?” — answered with the speaker and the moment.