On this episode of Now that’s Significant, a market research podcast. I am your host, Michael Howard, head of marketing at Infotools. Today, we are joined by Emmanuel Probst, the Global Lead, Brand Thought-Leadership at Ipsos. He is an adjunct professor at the University of California. 

In this episode, we talked about:

- We talked about how brands need to transform in order to stay relevant and thrive.

- You mentioned gave us some insight into what compelled you to write the book.

- We had a look at Brand purpose and what market researchers can do to help in this regard.

- We discussed what’s led consumers to switching off most of the marketing and advertising of today, with some ideas on how to rectify this.

- You shared some reasoning behind why you looked at both large and small brands, to highlight what each to learn from each other.

- You gave us some great insight into what assemblage is and why it’s so important for market research teams.

- We talked about anti-heroes, saviors, and villains in regards to building brand relevance.

- The mood shifted a little as we reflected on what brands can do to help consumers who never felt more lonely.

- And lastly, we looked at what happens to brands if organizations kept building them like birds continually evolve and build nests. 

We hope you enjoy the show.