Creating brand image is deliberate and inventive, like the production of wine, cognac, or whiskey.Emmanuel Probst, Global Lead: Brand Thought-Leadership at Ipsos, joins the GreenBook podcast to discuss the release of his new book Assemblage. The book, which draws on the metaphor of spirit production, guides readers in creating a unique, distinctive, and dynamic brand image. Probst emphasizes the importance of forming an emotional connection with consumers, and stresses that this is crucial for companies of all sizes, ranging from boutique to Fortune 500. The episode unpacks how the book can help form a roadmap for those who want to to establish notable and pervasive brand recognition.You can reach out to Emmanuel on LinkedIn. Many thanks to Emmanuel for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, James Carlisle.Mentioned in this episode:Join us at an IIEX Event!Visit greenbook.org/events to learn more about events in Asia, the Americas, and Europe. Use code PODCAST for 20% off general admission at all upcoming events.