Episode 220 - Unlocking Emotional Branding, Consumer Behaviour & Gen-Z with Philippe Assouline, Expert in Behavioural Marketing

In this fascinating discussion, Marcus talks with Philippe Assouline, an expert in behavioural marketing and consumer psychology, and the founder of propelloriq, a boutique strategy consultancy firm working with leading companies globally.

Philippe's intriguing journey started with a career in computer science, and then law to PhD studies in mass psychology and data to now working with some of the world's leading brands to help them better understand the emotional landscapes of consumer behaviour and develop their emotional and marketing strategies. The discussion includes a fascinating lens on how evolutionary biology and neuroscience can influence consumer buying decisions and help companies thrive in an increasingly complex world.

We discuss the ever-evolving landscape of identity, stereotypes and the challenge of globalisation. The conversation sheds light on the psychological dynamics of belonging and how digitalisation is challenging the long-standing norms, offering both obstacles and opportunities for brands to connect and prosper. We talk about the human obsession with logic and whether this is holding us back! And we delve into the tension between group conformity and cultural exploration, revealing how brands can harness these instincts to foster genuine connections and societal growth.

Philippe shares valuable insights into emotional branding strategies, particularly in the volatile post-COVID era, where brands are tasked with providing not just products but also identity, belonging, purpose and comfort to their consumers.

We also talk about how B2B and B2C buying behaviour is more closely aligned than ever before, and why the power of storytelling and emotional connection is so important in B2B too!

Philippe emphasises the significance of building trust and authenticity, especially in times of crisis and uncertainty, and how your business can do so. Philippe explains how by better understanding the emotional drivers of their audiences, companies can navigate challenges more effectively, turning obstacles into opportunities for growth and trust-building.

The episode concludes with a compelling exploration of generational shifts in marketing, highlighting the unique worldview of Gen-Z and the importance of empathy and emotional resonance in crafting successful branding strategies.

Contact Philippe Assouline: info@propelloriq.com

Website: propelloriq.com

Listen on:

Apple Podcast
Google Podcast
Spotify

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