"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
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.