BUILDING MEANING
Marketers do not own brands. Neither do customers. The process for building meaning into brands is one of co-creation. Brands are built in a participatory culture, where multiple actors tell the brand story and the visibility of user-generated content sometimes eclipses the official media spend. Rather than defend against this, Protobrand embraces the host of voices contributing to meaning. Our tools and processes uncover, leverage, and facilitate the vibrant social life of brands.