"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
Why
perception is the truth and how to shape people's perceptions
Why
we relate to antiheroes, villains, and saviors
How
brands can reassure consumers about their past, present, and future
How
to leverage data and insights to deliver a personalized, human-centric consumer experience
How
brands can make a positive impact on people, society, and the economy
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.
