Protobrand Reveals Why People Just Do It and Love Nike

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A recent Meta4 Insight™ study identified that Nike lovers derive an emotional turbo charge that enhances their feelings of self-identity.

Today, Protobrand releases the results from its latest study examining the emotion of devotion that underscores why people love certain brands. This latest nationally fielded Meta4 Insight study, which was completed by people who consider themselves as being devoted to Nike, reveals how the brand provides them with an elevated sense of social and cultural acceptance, coupled with enhanced feelings of personal identity.

The study showcased that while Nike is a brand that is still strongly associated with feelings of performance and achievement, the interpretation of “Just do it” has added meaning and context for consumers today. At the core of the brand relationship, the research discovered deep-seated feelings about Nike related to the desire to realize a turbo charge that enhances their own sense of identity. “Buried deep in the human sub-conscious we found that the love of Nike is driven by an emotional desire to boost how we individually choose to live life and participate in culture – these feelings are tied to self-esteem,” says Anders Bengtsson, CEO of Protobrand.

By digging further into the life ethos of consumers and an understanding of their emotional drivers of behavior, the Protobrand study identified a strong link between personal beliefs and shared values, in the way that brand lovers viewed Nike. Among the sub-segment of so-called “Explorers” for example, the research revealed that these consumers were looking for a boost in courage to enable them to live boldly and fearlessly, in fully exploring the winding road of life and all the yet to be discovered adventures it has to offer. “For brand lovers, Nike isn’t just something they buy, it is a brand they truly, madly, and deeply buy into, and wholly identify with,” says Stephen Hahn-Griffiths, Chief Strategist at Protobrand.

In all, the study uncovered six key sub-segments for Nike, including Energy Czars, Commanders-in-Chief, and Nest-Builders, for whom the brand represents a highly individualized means to getting their fix on the type of self-identity turbo-charge they are looking for.

Meta4 Insight™
Meta4 Insight™ is a research methodology that builds upon decades of academic thought and scientific research into the workings of the human mind. Meta4 Insight is facilitated through an online application, using a proprietary image database to reveal people’s subconscious minds.

About Protobrand Sciences, Inc.
Protobrand is an independent research and branding consultancy that offers a unique perspective on emotional insight mining. Through Meta4 Insight – our online application for metaphor elicitation – we mine the human subconscious and uncover the rich, hidden motivations behind people’s behavior. With such insight as a foundation, we craft strategic and creative solutions that result in emotionally resonant brand relationships. Clients include major consumer brands such as Lee, Disney, Marriott, Bank of America, Target, Toyota, and Wendy’s.

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Anders Bengtsson
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