From a jobs-to-be-done perspective, we need to figure out what job consumers are hiring a product to do. This may sound like a straightforward question but we are very likely to get an answer that addresses a tangible and functional outcome.
At protobrand we know that consumers buy products and brands because of the symbolic meaning they represent. Consumers may tell us that they like Nike because it allows them to run comfortably or run faster but the full picture is more complex than that. Running with the Nike brand may also be a manifestation of the social identity and status the consumer is aspiring to achieve.