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1 month ago | 
ipsos.com | Emmanuel Probst |Simon Atkinson
Generation labels are popular buzzwords in the business world, with marketers and market researchers often defaulting to talking about – and targeting – Gen Z, Millennials, Gen X or Baby Boomers. But how much do these labels actually mean? And are the stereotypes attached to them helpful when trying to connect to consumers as real people? While segmenting people by generation can certainly be a useful starting point, it also runs the risk of being quite simplistic.
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Nov 25, 2024 | 
research-live.com | Emmanuel Probst |Katie McQuater
The research found that 78% felt a personally relevant advert would increase the likelihood of them buying the product advertised, with culturally relevant adverts increasing the likelihood of purchase in 56% of those surveyed. In comparison, 59% of respondents in the research said they would buy a product that ‘everyone was talking about’.
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Dec 14, 2023 | 
ipsos.com | Emmanuel Probst
Looking forward to 2024, the world continues to change in ways that are worrisome for most of us, with global conflicts, inflation, climate change and the adoption of artificial intelligence all prominent concerns. These issues ultimately impact how people consume and choose brands, hence Ipsos’ continued efforts to understand the role brands can play in people’s lives and identify what makes brands successful.
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Aug 22, 2023 | 
brandingstrategyinsider.com | Larry Light |Emmanuel Probst
Amazon and the FTC are facing off. Putting any discussions of trust-busting, Prime enrollment issues and “monopoly” aside, the fascinating, underlying discussion is about Amazon’s market. The FTC and Amazon are at odds over how much of the e-commerce market Amazon controls. And, whether Amazon’s market is e-commerce or is online marketplace. According to Bloomberg Technology, one FTC argument will be that Amazon has enough market share to be called a monopoly.
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Jul 11, 2023 | 
brandingstrategyinsider.com | Emmanuel Probst |Walker Smith
Heroes, villains, saviors, and antiheroes are all relatable and sympathetic in their own ways. In marketing, the consumer should be positioned as the hero, not the brand. We all have instinctive and primitive desires such as safety, freedom, control, and belonging. These basic human emotions can be aligned with matching “archetypes” which are the personification of these behaviors. An archetype contains images, emotions, and scripts for action.
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May 9, 2023 | 
ipsos.com | Emmanuel Probst
Brands can 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. In this session, WSJ Bestselling author and UCLA adjunct Emmanuel Probst will share the key learning outcomes from his new book Assemblage – The Art and Science of Brand Transformation. Emmanuel will also share Ipsos’ latest research on building successful brands by shaping expectations, integrating context and acting with empathy.
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Apr 27, 2023 | 
brandingstrategyinsider.com | Steve Wunker |Emmanuel Probst
Bed Bath & Beyond didn’t respond well to e-commerce taking much of its business. The retailer shifted its assortment a bit, tried to hone its promotional pricing, and targeted its marketing. But it just couldn’t compete with the assortment found online, nor the convenience of e-commerce, nor with many of the low prices. It never found a coherent response. The category killer retail store announced on Sunday it will wind down its operations during bankruptcy.
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Mar 15, 2023 | 
brandingstrategyinsider.com | Emmanuel Probst
Being a “sustainable brand” has different meanings to different consumers. Some brands are purposefully built around sustainability. “Oatly was born sustainable. Its very existence is the manifestation of their mission. Specifically, to help support ‘a systemic shift toward a sustainable, resilient food system’ . . . to ensure the future of the planet for generations to come.”Some brands have a purpose that aligns with sustainability.
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Feb 24, 2023 | 
brandingstrategyinsider.com | Emmanuel Probst |Walker Smith
Whether we like it or not, cults are very effective in building a following of devotees. Beyond the manipulative and unethical aspects of cults, there is a lot marketers can learn from cult leaders. 1. Provide Clear And Simple Answers A cult leader is the only one who can provide cookie-cutter answers to followers’ existential questions; shortcuts to help their followers make quick judgments without even processing the information.
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Feb 16, 2023 | 
brandingstrategyinsider.com | Emmanuel Probst
Self-expressive brands enable us to express our inner selves, “the way others see me.” People who want to express their “real me” are more engaged with brands online and are motivated to co-create brand value. They become brand advocates. Ultimately, they are willing to pay a premium and will develop a long-term relationship with the brand. Before co-creating, consumers must first trust and engage with the brand.
