What’s it about?
Every year, brands spend over $560 billion (and counting) to convince us to buy their products. Yet, as consumers we have become insensitive to most advertising. We easily forget brands and may switch to another product on a whim. There are ways for brands to break this cycle. Brands that succeed are the ones that help us find meaning. In this process, the brands become meaningful in and of themselves.
What’s in it for me?
Join us for a complimentary webinar as we share insights from Wall Street Journal bestseller Brand Hacks. We will take you on an exploratory journey, revealing why most advertising campaigns fail and examining the personal, social, and cultural meanings that successful brands bring to consumers’ everyday lives.
Most importantly, we will share simple brand hacks you can implement to create and grow brands that deliver meaning even with a limited budget.
Who is this for?
This presentation is supported by in-depth research in consumer psychology, interviews with industry-leading marketers, and case studies of meaningful brands, both big and small.
This webinar is brought to you by a unique collaboration between ESOMAR, the world’s leading international research association; University of Georgia’s Center for Continuing Education, the leader in self-paced online research courses; Market Research Institute International, a nonprofit association of industry practitioners maintaining and evolving the Market Research Core Body of Knowledge (MRCBOK™); and the Canadian Research Insights Council, Canada’s market research association.
EVER CONSIDERED JOINING ESOMAR? We are the global business community for every data, research and insights professional. Whether you seek to grow your business, expand your knowledge, or demonstrate publicly your commitment to global standards, our community helps you reach your goals by offering a unique global network, tools and resources, and a united voice to shape your future. Find out more.
Speakers
MODERATOR: Dr. Stephen Kraus, Executive Director of MRII
Stephen Kraus will moderate the session. Steve is Executive Director of MRII (Market Research Institute International) and teaches marketing at the University of San Francisco.
GUEST: Emmanuel Probst, Global Lead, Brand Thought-Leadership at Ipsos
Emmanuel is Global Lead, Brand Thought-Leadership at Ipsos, the author of WSJ and USA Today Best Seller’sBrand Hacks, and an adjunct at the University of California at Los Angeles.
Emmanuel’s background combines over 16 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. His clients span across a wide range of industries, including consumer packaged 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, and a Doctorate in Consumer Psychology from the University of Nottingham Trent
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