Assemblage

“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)Brandscan 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.Assemblageguides you through the art and science of creating transformative brands bycombining personal, social, and cultural components.Assemblage willshow youWhyperception is the truth and how to shape people’s perceptionsWhywe relate to antiheroes, villains, and saviorsHowbrands can reassure consumers about their past, present, and futureHowto leverage data and insights to deliver a personalized, human-centric consumer experienceHowbrands can make a positive impact on people, society, and the economyAssemblage issupported by in-depth research in consumer psychology, extensive consumerinsights, interviews with industry-leading marketers, and case studies oftransformative brands, big and small.