Strategy and brief inspiration

Developing breakthrough creative begins with an effective brief. Do you have the necessary insights about consumers, culture and competition to compose a creative brief that addresses business objectives?

Emotional connections between the brand and consumers.

The problem with conventional brand tracking programs is that it assess brand meaning through brand attribute statements captured through a 5-point Likert Scale. This hardly does the job.

At Protobrand we apply AI + Behavioral Science and use projective research techniques to derive the non-tangible symbolic and emotional meaning consumers attribute to brands.