Understanding sustainable choices is vital for a harmonious future with the planet. Framing non-sustainable as inferior,…
People symbolize their lives through everyday consumption activities and turn to powerful brands to curate their self identities and lifestyles
The most powerful brands succeed by connecting functional attributes with symbolic meaning that consumers weave into their desired lifestyles and identities. Protobrand uses Behavioral Science + AI to help you make the right connections between Functional, Emotional and Symbolic brand properties to optimize brand performance
At Protobrand, we take a different approach to innovation and recognize that innovations succeed when they are successfully entrenched with consumer lifestyles and identities.
Successful brands establish brand essence over time, by developing salient meaning that consumers weave into their self narratives to activate desired lifestyles and identities.
What’s driving the quality of creative? Developing effective advertising is hard because it’s not just about telling people that you have a better product.