Beyond trackers: Protobrand’s breakthrough approach to brand health for Pladis

Room 5 | 1:30 pm - 2:00 pm | Wednesday, July 19, 2023

Protobrand believes in the power of winning brands. Brands that stand out by establishing a personal connection through emotional, symbolic and functional attributes. Brand trackers often fail to capture this personal connection by focusing on basic metrics and missing the brand’s essence and reason for existence.

Pladis will share how Protobrand transformed their trackers by incorporating subconscious brand associations alongside standard KPIs. Leveraging behavioral science technology rather than relying on preset statements, we defined the brand landscape and captured the authentic voice of customers. This approach helped Pladis build and maintain meaningful connections with consumers and provided insights on engaging with future customers.

Key takeaways:

1. Brand trackers should help you understand why your brand exists. They should measure brand essence, the symbolic and emotional territory that makes your brand what it is and its reason to exist and not just be limited to measuring hygiene factors or category table stakes.
2. Brand meaning cannot be adequately measured by traditional five-point Likert scale attribute statements. Traditional brand trackers often fail to capture this personal connection by focusing on basic metrics and missing the brand’s essence and reason for existence.
3. Behavioral science can capture not just the functional dimensions but also the symbolic and emotional attributes to provide a comprehensive perspective on brand health including nuanced brand understanding and differentiation.

Case Study Consumers Joint Presentation