The Futur with Chris Do 236 - Lean in to what makes you different — with Dr. Emmanuel Probst
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Apr 12, 2023 Dr. Emmanuel Probst, Global Lead of Brand Thought-Leadership at Ipsos and bestselling author, discusses modern branding with insightful clarity. He explains that brands are dynamic co-creations, urging businesses to foster deeper emotional connections with their audiences. Probst shares insights on the evolution of branding, emphasizing personal growth and social responsibility as consumer expectations shift. He also highlights the power of storytelling and diverse perspectives in crafting unique brand narratives, essential for thriving in today’s market.
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Actionable Branding
- Focus on building brands that are relevant to your audience.
- Understand their needs and desires to create a strong connection.
Brand Purpose
- Most people don't deeply care about brands; they seek purpose and transformation.
- Brands should facilitate this transformation and positive impact, not be the hero.
Brand Definition
- Brands are dynamic co-creations with the audience, not static entities.
- They are defined by audience perception, not by brand strategists' intentions.
