Assemblage. The Art and Science of Brand Transformation

Publication Date:

January 2023



Original language and publisher

English (USA) | Ideapress Publishing

Territories Handled

World excl. English

Territories Sold

China (China Science and Technology)


Business & Leadership


  • Finalist for American Bookfest Best Book Awards (Business Marketing & Advertising)

Assemblage. The Art and Science of Brand Transformation


“Probst’s combination of agile writing and insightful observations makes most other books on modern branding look both overly circumspect and woefully incomplete … A fascinating—and surprisingly fun—wide-angle look at advertising.” — Kirkus Reviews (starred review)

Assemblage blends academic research with practical insights that marketers can immediately put to good use. It’s a clear, concise, and actionable book. — Nir Eyal, Author of Hooked and Indistractable

Want to create a transformative brand? Assemblage shows you how, illustrating how brands can do good for both consumers and society. — Jonah Berger, Wharton Professor and Bestselling Author of Contagious and The Catalyst

As Jeremy Bullmore famously said, ‘People build brands the way birds build nests—from the scraps and straws they find lying around.’ Using the model of assemblage, the art of blending fine cognacs, Emmanuel Probst provides us with a much more helpful and versatile mental model for the way brands are built in practice. It is also an approach which rings true with what we are increasingly learning about human perception and behavior. — Rory Sutherland, Vice Chairman at Ogilvy UK

The only way to find brand success and growth is to reframe perceptions and decisions. Probst provides routes to doing just that. A real contribution. — David Aaker, Vice Chairman at Prophet, Brand Strategist, and Author of Building Strong Brands

Assemblage offers a holistic understanding of brands and perceptions—it is a must-read. — Martin Lindstrom, New York Times Bestselling Author of Buyology and The Ministry of Common Sense

Assemblage is the book I have been waiting for. Its standpoint on the marketing industry is disruptive. Its learnings are pragmatic. — Scott McDonald, President and CEO of the Advertising Research Foundation

Assemblage shows the transformation power of brands for both consumers and society. It’s simply a must-read. — Neil Hoyne, Chief Measurement Strategist at Google, Senior Fellow at Wharton, and Author of Converted

Marketers and brands now have the opportunity to make a positive contribution to consumers and society. Assemblage is your ultimate guide for this new brand era. — Jeff Rosenblum, Founding Partner at Questus and Author of Friction and Exponential

In an age of cynicism, where brands struggle to build trust and connection, Emmanuel Probst provides a roadmap. If you want to transform your brand so that it might transform consumers and society, you must read Assemblage. — Laura Gassner Otting, Washington Post Bestselling Author of Limitless

Assemblage uses psychology, art, culture, and real-life examples to examine how brands can approach marketing to make a powerful and positive impact on the world. I highly recommend it for marketing professionals and consumers alike. — Shonali Burke, Chief Marketing Officer at Arena Stage

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.

Assemblage guides you through the art and science of creating transformative brands by combining personal, social, and cultural components.

Assemblage will show you:

  • Why perception is the truth and how to shape people’s perceptions
  • Why we relate to antiheroes, villains, and saviors
  • How brands can reassure consumers about their past, present, and future
  • How to leverage data and insights to deliver a personalized, human-centric consumer experience
  • How brands can make a positive impact on people, society, and the economy

Assemblage is supported by in-depth research in consumer psychology, extensive consumer insights, interviews with industry-leading marketers, and case studies of transformative brands, big and small.