The new book from Dr. Emmanuel Probst is a thoughtful and interesting look at how brands can build their direction on helping customers fulfill various needs. Brand Hacks – How to Build Brands by Fulfilling The Consumer Quest for Meaning is on sale now online and in bookstores everywhere. From personal to social and emotional need seeking, the book details reasons, ideas and examples of brands hacking their way to long-term success.
Dr. Probst is a long-time consumer researcher and is currently the senior vice-president for brand health tracking at Ipsos, a global market research firm. He is also an adjunct professor at UCLA.
He joined host Jason Falls on Digging Deeper to talk about how brands can be built on fulfilling those consumer quest for meaning.
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