Every year, brands spend over $560 billion (and counting) to convince us to buy their products. Yet, as consumers we have become insensitive to most advertising. In this webinar, Dr. Emmanuel Probst will take you on an exploratory journey, revealing why most advertising campaigns fail and examining the personal, social, and cultural meanings that successful brands bring to consumers’ everyday lives. He will provide numerous tips on how to unveil and measure meanings in consumer research.
This webinar is based on Emmanuel's book Brand Hacks - How to Build Brands By Fulfilling the Human Quest for Meaning.