Changing a brand position using behavioral science

Protobrand believes in the power of winning brands. Brands that stand out by establishing a personal connection through emotional, symbolic and functional attributes. Business brands often fail to capture this personal connection by focusing on functional characteristics and miss the brand’s essence.

Shell will share how Protobrand helped them on their journey to become a partner in decarbonization. Leveraging behavioral science technology rather than relying on preset statements, we helped define the meaning of partnership by capturing the authentic voice of customers. This approach helped Shell build a strategy of meaningful connections with consumers and provided insights on engaging with future customers.

Key Takeaways:

1. To be a true partner you need to connect with customers on emotional and symbolic levels as well as functional. Exploring and understanding these attributes in the B2B environment requires a different approach.
2. Brand authenticity cannot be adequately measured by traditional five-point Likert scale attribute statements. Traditional research often fails to capture this personal connection by focusing on basic metrics and missing the brand’s essence.
3. Understanding who customers want you to be, in their own words, is essential. But you need a way to capture the authentic customer voice at scale and identify salient themes to address with communication strategies or new products.