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Assemblage –

The Art and Science of Brand Transformation

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 attributes.

In Assemblage, you will learn:

  • How to shape consumers' perceptions

  • Why we relate with anti-heroes, villains, and saviors

  • How brands can reassure consumers about the future, by leveraging the past and the present

  • How to utilize data and insights to deliver a personalized, human-centric consumer experience

  • How brands can make a positive impact on people, society and the economy


Want to create a transformative brand?  Assemblage shows you how, illustrating how brandscan do good for both consumers and society.

Jonah Berger

Wharton Professor and Bestselling author of Contagious and The Catalyst

"Assemblage offers a holistic understanding of brands and perceptions – it is a must-read."

Martin Lindstrom, New York Times Best-selling author of Buyology and the Ministry of Common Sense

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 "The Future of
Purpose-Driven Branding"

"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

"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 behaviour."

Rory Sutherland, Vice Chairman, Ogilvy UK

"Assemblage shows the transformation power of brands for both consumers and society. It's simply a must read."

Neil Hoyne, Chief Measurement Strategist, Google

"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

"Assemblage is the book I have been waiting for. Its standpoint on the marketing industry is disruptive. Its learnings are pragmatic."

Scott McDonald, President & CEO – Advertising Research foundation

"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, Author of Friction and Exponential

Brand Hacks

Brand Hacks shows you how to build brands by fulfilling the consumer quest for meaning.
Brand Hacks is clear and simple; no fluff, no BS. In Brand Hacks, you will learn:

  • What consumers want in life, and from brands

  • What brands do it best

  • How to build and grow a successful brand on a dime

You can read Brand Hacks cover to cover, or just select chapters, case studies or hacks - in no particular order.

...challenges marketers and business leaders to put their same-old tactics to rest and shows them an intriguing way forward. 

Martin Lindstrom

New York Times Best-selling author of Buyology and the Ministry of Common Sense

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