Protobrand uncovers the emotion that drives Chevy devotion: Freedom

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A Meta4 Insight™ study reveals that a psychological desire to “be free” deeply resonates among Chevy owners and intenders.

Today, Protobrand releases the results from its most recent study examining the underlying emotion that drives brand devotion. The Meta4 Insight study that focused on a nationally representative sample of Chevy owners and intenders, uncovered a deep-seated brand idea that Chevy can leverage to increase sales.

More specifically, the Protobrand study identifies the opportunity to reframe the perspective about Chevy among intenders, and change the brand conversation from that of an American icon to a Lexicon of Freedom.

“In studying intenders, we found that they had a rear view mirror perspective of the brand, that harkened back to the heritage of Americana and American dream,” says Anders Bengtsson, CEO of Protobrand. “By causing intenders to look ahead and to align the brand with the desire to break free and express their individuality, Chevy can unlock an unmet need that lies deep in their psyche.”

In the study, over half of the intenders were identified as drivers of Japanese cars, such as Honda and Toyota, and thereby representing a large potential untapped opportunity for Chevy.

By also analyzing and interpreting the deep-rooted feelings about Chevy among current owners, the study revealed a prevailing “free spirit” that reflected the self-identity of how owners viewed themselves and the Chevy brand. These feelings of free spiritedness translated into an elevated sense of joy and excitement about the Chevy driving experience, irrespective of whether owners were driving a Malibu or a Blazer.

“Unleashing the feelings of freedom that underscores the devotion for Chevy can open up the road of opportunity for the brand, enhance its cultural currency, and reignite sales,” says Stephen Hahn-Griffiths, Chief Strategist of Protobrand.

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, and uses 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 brands such as Disney, AOL, Bank of America, Target, and Toyota.

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Anders Bengtsson
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