Episode 160: Why Consumers Look to Brands for Meaning (ft. Emmanuel Probst)

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Jeremy Goldman is the author of Going Social and Getting to Like, a former Inc. columnist, and the founder of digital consultancy Firebrand Group. In addition to FUTUREPROOF. he serves as the Director of Marketing & Commerce Briefings at Insider Intelligence.

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. 

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