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Going on a three part exploratory journey, Brand Hacks shows why so many campaigns fail and examines the personal, social, and cultural meanings that successful brands bring to consumers’ everyday lives.
As consumers, we are quick to forget the hundreds of brands we come across everyday and consistently switch to different products at any given moment. Most advertising now falls to the back of our minds even though every year brands are spending over $560 billion (and counting) to convince us that their products are the best out there.
Rather than falling into a short lived fad or trend, there are ways that brands can break this cycle.
The brands that we remember, continue to support, and succeed are the ones that help us to find meaning. When a brand helps consumers to do that, the brand themself ends up becoming meaningful.
Most importantly, this book will show you how to use simple brand hacks to both create and grow brands so that they can have the opportunity to deliver meaning even with a limited budget.
Widely acclaimed by brand gurus such as Martin Lindstrom, Marty Neumeier, and Geoffrey Colon – Head of Brand Studio at Microsoft Advertising – Brand Hacks uses in-depth research in consumer psychology, interviews with industry-leading marketers, and case studies of meaningful brands, both big and small, to inspire everyone on their quest to find meaning.
Dr. Emmanuel Probst’s background combines over 15 years of market research and marketing experience with strong academic achievements.
At Ipsos, Emmanuel supports numerous Fortune 500 companies by providing them with a full understanding of their customer’s journey. This encompasses brand awareness to purchase and recommendation, leading to greater insights on the consumer within it. His clients span across a wide range of industries, including consumer package goods, retail, financial services, advertising agencies and media outlets.
Emmanuel also teaches Consumer Market Research at the University of California at Los Angeles (UCLA), and writes about consumer psychology for numerous publications.
Emmanuel holds an MBA in Marketing from the University of Hull, United Kingdom and a Doctorate in Consumer Psychology from the University of Nottingham Trent, United Kingdom.
