“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) 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.