“I live alone in a forest of likes,” a telling Instagram quote about the media context for brands in Emmanuel Probst’s best-selling book, “Brand Hacks: How to Build Brands by Fulfilling the Consumer Quest for Meaning.”Emmanuel is like a physician for brands. I couldn’t get enough of his ideas in our talk and we continued our conversation long after the podcast ended. Emmanuel began his research career humbly and has become one of the most trusted advisors for growing brands. Today he is Global Lead: Brand Thought Leadership for Brand Tracking at Ipsos. He is also a contributor to Forbes and Media Post, a reviewer for the Journal of Advertising Research and adjunct faculty at UCLA Extension.We dive deep into why and how brands must create meaning with consumers. We also discuss the power of nostalgia in branding and the appeal of Pink Floyd and Brittany Spears as a student learning English.

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