Assemblage

Probsts combination of agile writing and insightful observations makes most other books on modern branding look both overly circumspect and woefully incomplete A fascinatingand surprisingly funwide-angle look at advertising. Kirkus Reviews (starred review)Brandscan no longer force-feed us a plethora of products we dont 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 you Whyperception is the truth and how to shape peoples perceptions Whywe relate to antiheroes, villains, and saviors Howbrands can reassure consumers about their past, present, and future Howto leverage data and insights to deliver a personalized, human-centric consumer experience Howbrands 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.