ANOTHER BOSTON REVOLUTION
In 1998, Bob Robbins and Phil Granof met over coffee in the Back Bay of Boston to discuss a problem: the field of branding was ailing. The majority of the once great branding firms had become insignificant parts of communications conglomerates. Ironically, the branding industry had sold-out. Their remedy was to start from the ground up, and build Protobrand, an antidote to an industry that had succumbed to the pressures of big ad budgets. Also, they just loved the possibility of irritating the heck out of Landor, Siegel+Gale, and Interbrand.
