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Emmanuel Probst

19 Podcast Episodes

Latest 26 Nov 2022 | Updated Daily

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#53—Emmanuel Probst: Branding Hacks to Stay Competitive

Outthinkers

Emmanuel Probst is Global Lead, Brand Thought-Leadership at Ipsos, adjunct professor at the University of California at Los Angeles, and the author of Wall Street Journal and USA Today bestseller Brand Hacks: How to Build Brands by Fulfilling the Human Quest for Meaning Emmanuel’s background combines over 16 years of market research and marketing experience with strong academic achievements. At Ipsos, Emmanuel supports numerous Fortune 500 companies by providing them with a full understanding of their customer’s journey. His clients span across a wide range of industries, including consumer packaged goods, retail, financial services, advertising agencies and media outlets. Emmanuel also teaches Consumer Market Research at UCLA and writes about consumer psychology for numerous publications. He holds an MBA in Marketing from the University of Hull, United Kingdom and a Doctorate in Consumer Psychology from the University of Nottingham Trent, United Kingdom. In this podcast, he shares: In what ways B2B branding and B2C branding are different, and in what ways they are the same Why brands are increasingly finding they need to compete on purpose rather than the uniqueness of their product Why to be effective at competing the ecosystem-based future we will need to think about activating a community of companies, bound by a common purpose, to deliver experiences rather than outcomes __________________________________________________________________________________________ "" -Emmanuel Probst __________________________________________________________________________________________ Episode Timeline:00:00—Introducing Emmanuel + The topic of today’s episode2:35—What is your definition of strategy?2:57—You write a lot about meaning, can you define what you mean by meaning?5:20—Is brand purpose different than meaning?8:38—While the principles we've talked can work on the B2B side, they are more consumer-focused. How do you make them work to your advantage in B2B?10:39—A brand often has a customer brand and an employer brand—do you think establishing an "ecosystem" brand to appeal to potential partners?13:11—How do you approach segmenting the different needs various partners may have?17:09—Is developing a brand for an ecosystem different than developing a brand for a product or company?21:20—We're shifting towards attracting partners that can help complement the overall customer experience, not just product. What are your thoughts on that?23:45—Do you have any last thoughts you'd like to share?24:34—Where can people follow you and your work? __________________________________________________________________________________________ Additional Resources: LinkedIn: https://www.linkedin.com/in/emmanuelprobst Twitter: https://twitter.com/emmanuelprobst Recent Book Company Page: https://www.ipsos.com/en

26mins

24 Jun 2022

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Ep243 Emmanuel Probst – How To Define Your Brand

Advance Your Art: From Artist to Creative Entrepreneur

MEET EMMANUEL PROBST:Emmanuel is Global Lead, Brand Thought-Leadership at Ipsos and an adjunct at the University of California at Los AngelesEmmanuel’s background combines over 16 years of market research and marketing experience with strong academic achievements.At Ipsos, Emmanuel supports numerous Fortune 500 companies by providing them with a full understanding of their customer’s journey. This encompasses brand awareness to purchase and recommendation, leading to greater insights on the consumer within it. His clients span across a wide range of industries, including consumer packaged goods, retail, financial services, advertising agencies and media outlets.Emmanuel also teaches Consumer Market Research at the University of California at Los Angeles (UCLA), and writes about consumer psychology for numerous publications.Emmanuel holds an MBA in Marketing from the University of Hull, United Kingdom and a Doctorate in Consumer Psychology from the University of Nottingham Trent, United Kingdom.CONTACT:Brand Hacks: How to Build Brands by Fulfilling the Consumer Quest for MeaningIPSOS.comhttps://www.linkedin.com/in/emmanuelprobst/https://www.linkedin.com/pulse/what-picasso-knew-all-marketers-need-learn-emmanuel-probst/https://www.realfrenchboy.com/SUPPORT THE SHOW BECAUSE I LOVE PUPPIES! Talia di Napoli – PIZZAClick on the title for $6.00 off your order of AMAZING pizza shipped fresh from NapoliARE YOU INTERESTED IN BITCOIN OR CRYPTOCURRENCY?BUY MY BOOK BECAUSE IT’S AMAZING!!! I’ll EVEN SIGN IT FOR YOU : )BE LEFT BEHIND: Discover Bitcoin and Cryptocurrency Before Your Grandma Beats You to Ityuricataldo.comCREDITS:Our theme music is written and mixed by Chicago-based composer, engineer, and multi-instrumentalist Ryan Black of the Black’s Backbone collaborative. And produced by REB Records.This podcast uses the following third-party services for analysis: Podcorn - https://podcorn.com/privacy

31mins

12 Jun 2022

Similar People

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S03.EP06 - Brand Hacks with Emmanuel Probst

JUST Branding

Often we think of brand-building from a commercial or business perspective. This week's guest thinks this needs to change and that as brand builders we need to consider our efforts from the perspective of the meaning consumers will attach to a brand. Tune in to list insights from Emmanuel Probst - author of Brand Hacks, How to Build Brands by fulfilling the consumer quest for meaning. In this episode, we discuss the three levels of meaning, brand hacks, examples of meaningful brand building, and how to deal with “naysayers”.

40mins

29 Mar 2022

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The difference between a “trend” and a “fad” with guest Dr. Emmanuel Probst

NerdBrand

Dr. Emmanuel Probst counsels brands on how to grow and maintain a sustainable competitive advantage. In his book, Brand Hacks , he explains how to build brands by fulfilling people’s quest for meaning. One of the most telling differences between a trend and a fad tends to be how fast something gains momentum. Fads fade away quickly after burning bright, but a trend often gains prominence and momentum over years and become a part of daily life. For example: 1) Logo adaptability is a “trend” now in branding. 2) Eco-friendly branding Eco-friendly brands are dropping earthy tones and images of nature. Instead, many are defining their brand with more personal, conceptual, and on-the-pulse artwork that will hook eco-friendly buyers. 3) Consumer Rights & Privacy People are becoming more and more concerned with how their information is accessed and used. This has evolved into a strong trend that’s significantly altered public policy decisions in the EU, Canada, California, Virginia, etc. Some Helpful Links www.nerbrandagency.com https://www.linkedin.com/in/emmanuelprobst/ https://www.realfrenchboy.com https://www.amazon.com/Brand-Hacks-Fulfilling-Consumer-Meaning-ebook/ 

39mins

25 Feb 2022

Most Popular

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Why Consumers Look to Brands for Meaning (ft. Emmanuel Probst, Ipsos)

FUTUREPROOF.

A lot of brands just don’t get it. That’s one of the things I’ve learned as a longtime brand marketer and as someone who now covers them for a living. That’s why I’m excited to talk to Dr.Emmanuel Probst, the Global Lead, Brand Thought-Leadership at Ipsos and Consumer Market Research Professor at UCLA. He’s also the author of the Brand Hacks: How to Build Brands by Fulfilling the Consumer Quest for Meaning, which came out this past fall and is a Wall Street Journal and USA Today Bestseller.We talk to Emmanuel about why many advertising campaigns fail, the important of psychographics, why leveraging micro-moments to build connections with consumers can be a competitive advantage—and more. As always, we welcome your feedback. Please make sure to subscribe, rate, and review on Apple Podcasts, Spotify, Stitcher, and Google Play - and make sure to follow us on Facebook and LinkedIn!

26mins

3 Feb 2022

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Looking into the Future of Brand Strategy Optimization with Emmanuel Probst

Ponderings from the Perch

Market Research is no longer solely focused on measurement but has grown to include prediction and optimization of the impact of marketing.On today's episode, Priscilla talks with Emmanuel Probst, a brand health tracker for Ipsos and author of Brand Hacks: How to Build Brands by Fulfilling the Human Quest for Meaning. Emmanuel has a long-running background that combines over 16 years of market research and marketing experience with strong academic achievements. Together they pull back the curtain and reveal how brands are expecting future-proof marketing and consumers just want a little comfort in the buying process.Tune in to learn how small brands and big brands alike can harness the power of first-party data to foster one on one relationships with their clients, even when the budget is limited.You can find Emmanuel’s book here: https://www.goodreads.com/book/show/58941508-brand-hacks

24mins

2 Feb 2022

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Author Emmanuel Probst Says Simple Brand Hacks Can Deliver Meaning on a Limited Budget

Leaders in Customer Loyalty, Powered by Loyalty360

Dr. Probst is the author of Brand Hack: How to Build Brands by Fulfilling the Consumer Quest for Meaning from PowerHouse Books, distributed through Simon & Schuster. He recently spoke with Loyalty360 CEO Mark Johnson about the new book, as well as the state of loyalty marketing.Brand Hacks takes readers on an exploratory journey, revealing why most advertising campaigns fail and examining the personal, social, and cultural meanings that successful brands bring to consumers’ everyday lives.The book can be ordered here: https://powerhousebooks.com/books/brand-hacks-how-to-build-brands-by-fulfilling-the-consumer-quest-for-meaning/

25mins

13 Oct 2021

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Emmanuel Probst - Build your brand by fulfilling the consumers quest for meaning

The 1% Difference

Emmanuel Probst joins Jason S Bradshawon the 1% Difference Show to discuss how to build a brand by fulfilling the consumers quest for meaning. In Emmanuel’s new book Brand Hacks - How to build brands by fulfilling the consumer quest for meaning.During the show Emmanuel provides examples from each of the core quests of 1 - Quest for Meaning2 - Quest for Social Meaning3 - Quest for Cultural Meaning Members of the 1% Difference Show also get access to a bonus session where Emmanuel answers the question - what makes a great marketing team. Watch the show here https://www.1percentdifference.com/emmanuel-probst-how-to-build-your-brand/

28mins

7 Oct 2021

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What the Pandemic Means for Brands with Emmanuel Probst

On Brand with Nick Westergaard

“The pandemic has forced brands to change the way they communicate and the way they operate.” As a research professor, author, and VP at Ipsos, Emmanuel Probst spends a lot of time studying, teaching, and writing about consumer behavior. His latest update to Brand Hacks provides brand builders with a useful compass for navigating the increasingly challenging world we find ourselves in. We discussed all of this and more this week on the On Brand podcast.About Emmanuel ProbstDr. Emmanuel Probst’s background combines over 15 years of market research and marketing experience with strong academic achievements. As Senior Vice President at Ipsos, Emmanuel supports his clients by providing them with a full understanding of their customer’s journey. His experience spans a wide range of industries, including consumer packaged goods, retail, financial services, advertising agencies, and media outlets. He is the author of the upcoming book Brand Hacks: How to Build Brands by Fulfilling the Consumer Quest for Meaning (September 2021).Dr. Probst teaches Consumer Market Research at the University of California at Los Angeles (UCLA). Emmanuel holds an MBA in Marketing from the University of Hull, United Kingdom and a Doctorate in Consumer Psychology from Nottingham Trent University, United Kingdom.Episode HighlightsWhat does the ongoing global pandemic mean for brands? “Everything has changed and nothing has changed.” Brands are still focused on the quest for meaning.What has changed specifically? “What has changed is how we deliver our brands to our customers. The world now is hybrid—or else.”Brands need to demonstrate their purpose. “You need to demonstrate purpose instead of just talking about it,” says Emmanuel. “Brands like Patagonia and National Geographic are built around purpose.” But, he notes, tech brands like Google and Apple are starting to retool around purpose.What brand has made Emmanuel smile recently? In keeping with our theme of brand meaning and purpose, Emmanuel pointed to the (long overdue) rebranding campaign of Ben's Original, formerly Uncle Ben's. This is another example of a brand walking its talk.To learn more about Emmanuel, check out his book Brand Hacks on Amazon, the useful resources on the Ipsos website, as well as Emmanuel's own site.As We Wrap …Did you hear something you liked on this episode or another? Do you have a question you’d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show.On Brand is sponsored by my book Brand Now. Discover the seven dynamics to help your brand stand out in our crowded, distracted world. Order now and get special digital extras. Learn more. Subscribe to the podcast – You can subscribe to the show via Apple Podcasts, Spotify, Google Play, Stitcher, TuneIn, and RSS. Rate and review the show – If you like what you’re hearing, head over to Apple Podcasts and click that 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review. This helps others find the podcast. OK. How do you rate and review a podcast? Need a quick tutorial on leaving a rating/review in iTunes? Check this out. Until next week, I’ll see you on the Internet! Learn more about your ad choices. Visit megaphone.fm/adchoices

29mins

23 Aug 2021

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How to Build Brands by Fulfilling the Human Quest for Meaning with Dr. Emmanuel Probst | Ep. 88

Data Gurus

Dr. Emmanuel Probst joins Sima in this thought-provoking episode of Data Gurus.Although the subject of today’s show is about marketing, it’s even more so about life and looking at consumers from an elemental level: looking at their needs, their perspectives, and what motivates them. It’s about pushing brands to think about these considerations first, over short-term metrics. This ultimately connects a respective brand to the consumer’s basic wants and needs.  Listen in to this conversation where marketing and psychology intersect and prepare to have your thinking challenged.Dr. Emmanuel Probst is the author of the widely-acclaimed book, Brand Hacks: Fulfilling the Human Quest for Meaning. He is also the Senior Vice President of Ipsos, focusing on Brand Health Tracking.Consumer CuriosityUnderstanding why people do what they do is the backbone of Dr. Probst’s career, and also what led him to brand health and writing his book.He was intrigued about how we as a society decide what is good and what is not; what brands make sense and what brands don’t make sense; and why we purchase the products that we do.Over six hundred billion dollars per year are spent on advertising to market to consumers, but half is wasted and brands are unclear on the impact of their own marketing dollars.The reason for the waste is that the majority of advertising is targeted, tactical, and designed to push sales in the short term.  The intention may also be to create traffic, or support short-term goals for brands. This results in advertising that is often not sustainable, as it lacks depth or meaning to consumers.Finding MeaningDr. Probst’s research suggests that people aren’t interested in buying more products or seeking more brands. They aren’t seeking more advertising. What they DO look for is engagement in activities that are meaningful to them. They want to find meaning. Once you understand what people find meaningful, then you can create brands that help fulfill these needs.This is the mission of Dr. Probst’s book.Connected, But Lonelier Than EverThe more connected we are to technology, the more lonely consumers feel, Dr. Probst has discovered.In a world of social media connectedness, this seems counter-intuitive. Technology can keep us in touch with our friends and family on the other side of the world, but conversely, that doesn’t necessarily help build community close to us. People are losing the ability to create connections in the real world. It is said that millennials have to educated on how to connect and socialize with people in real life, due to the early and constant exposure to technology that often can be a substitute for real-life relationships.Social Media InfluencersA social media influencer is an individual who uses a variety of social media platforms to influence their audience by expressing their own opinions regarding specific brands, products, and celebrities.They may be a blogger, product reviewer, industry expert, or a trusted source of information but their goal is to build relationships in order to impact others’ thinking.The strength of a social media influencer is to reduce the social distance between them and the audience. Where celebrities are concerned, many of them have influencers to create content for them that make them seem more relatable and impactful but tend to engage with too many brands. The shortcoming is that you might like their work as a celebrity but you can’t closely relate to them due to alliances with brands that don’t align with your own personal values. In this sense, influencers can be misleading and deceptive to both their audience and their marketers, as they build the illusion that  they’re closer to their audience than they really are.A Brand That "Gets" ConsumersListen in as Dr. Probst expounds on one of the brands that understand what consumers want, and why!

31mins

3 Mar 2020

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