This week on the Sleeping Barber Podcast, we have Emmanuel Probst, ⁠Global Lead - Brand Thought Leadership @ Ipsos and author of "Aseemblage." Join us as we delve into the thought process behind his latest book; we also discuss the need for brand managers to co-create with customers, analyze real-life brand case studies like Vaseline and Bud Light, and explore how brands can promise and deliver the right experience to their customers.

We also spend some time understanding the secret recipe of building a brand for longevity and learning what skills are needed to become a great "master blender."

Enjoy the show.

Our Guest

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Emmanuel Probst https://www.linkedin.com/in/emmanuelprobst

Global Lead - Brand Thought Leadership @ Ipsos

Our Hosts

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Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠

Get in touch with our hosts:

Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/ ⁠⁠

Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠

Podcast Literature:

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Assemblage https://www.amazon.ca/Assemblage-Art-Science-Brand-Transformation/dp/1646871251

Peter Field Rebuttal to results of Purpose Led Brands https://www.thedrum.com/news/2021/10/25/peter-field-hits-back-hysterical-brand-purpose-critics-read-his-letter-full

Mark Ritson Good Purpose, Bad Purpose https://www.marketingweek.com/mark-ritson-good-purpose-bad-purpose/

LinkedIn B2B Institute & Roger Martin’s Promise to the Customer (PTTC) https://business.linkedin.com/marketing-solutions/b2b-institute/making-a-promise-to-the-customer

Bud Light Launches new ad after Transgender commercial ⁠https://www.cbsnews.com/news/bud-light-releases-new-ad-following-dylan-mulvaney-controversy/⁠

Vaseline Slugging https://www.nytimes.com/2022/02/11/business/vaseline-slugging-tiktok.html

Barbie Launches Career Dolls https://www.ctvnews.ca/business/barbie-turns-60-with-career-dolls-role-models-like-tennis-pro-naomi-osaka-1.4328515

Timestamps:

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0:44 - Emmanuel Probst Intro

2:14 - Assemblage, an analogy between wine making and brand building

6:35 - Why brand managers need to co-create with customers

9:18 - CoCreation example: Vaseline #Slugging

13:02 - Monitoring brand signals and separating the noise

17:04 - What brand managers can learn from the James Bond franchise

21:02 - Bud Light’s missteps and road to recovery

28:55 - Many new marketing leaders make this same mistake

34:11 - Brands can’t just make a promise, they have to deliver the experience

36:54 - Brand purpose vs. personal relevance

40:02 - Building for brand longevity

44:52 - A buyer’s category entry point can change but the brand’s assets shouldn’t

51:37 - The skills needed to be a great master blender for brands

55:09 - Post Pod with V & Marc

Where to listen

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Apple Podcasts: ⁠https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324⁠

Spotify: ⁠⁠https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b⁠⁠

Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC

Youtube: https://www.youtube.com/@sleepingbarberpodcast

© 2023 Sleeping Barber

Jonathan Shuttlesworth

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