';Probst's combination of agile writing and insightful observations makes most other books on modern branding look both overly circumspect and woefully incomplete A fascinatingand surprisingly funwide-angle look at advertising.' Kirkus Reviews (starred review) 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. Winner of 10 Book Awards! 2024 LEONARD L. BERRY MARKETING BOOK AWARD SEMI-FINALIST 2023 AXIOM BUSINESS BOOK AWARDS BRONZE MEDAL WINNER 2023 ROYAL DRAGONFLY BOOK AWARD 2ND PLACE WINNER