Dr. Emmanuel Probst

Dr. Emmanuel Probst

Dr. Emmanuel Probst’s background combines over 15 years of market research and marketing experience with strong academic achievements. As Global Lead, Brand Thought-Leadership at Ipsos, he supports his clients by providing them with a full understanding of their customer’s journey. His experience spans a wide range of industries, including consumer package goods, retail, financial services, advertising agencies, and media outlets. His 2021 book Brand Hacks: How to Build Brands by Fulfilling the Consumer Quest for Meaning is a Wall Street Journal and USA Today Bestseller. Dr. Probst teaches Consumer Market Research at the University of California at Los Angeles (UCLA). Emmanuel holds an MBA in Marketing from the University of Hull, United Kingdom and a Doctorate in Consumer Psychology from Nottingham Trent University, United Kingdom.


Dr. Emmanuel Probst is an opinion columnist for the CEOWORLD magazine. You can follow him on LinkedIn. For more information, visit the author’s website.
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CEO Insider

Why Consumers Don’t Care About (Most) Brands

Each year, brands spend over $600 billion (and counting) to convince us to buy their products. Yet, as consumers we have become insensitive to most advertising. This excerpt from Brand Hacks – How to Build Brands by Fulfilling the Consumer Quest for Meaning aims at helping CEOs understand why consumers...