Rethinking the Brand Tracker

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Anders Bengsston (Protobrand)

CEO, Protobrand (United States)

Anders holds a Ph.D. in Consumer Culture Theory, and is an expert in projective research techniques and interpretive analysis. At Protobrand, he helps clients translating business problems into research designs that yield actionable insights. Prior to joining Protobrand, Anders was a professor of marketing and has written extensively on how brands become agents of consumer culture. His work has been published in numerous journals including Journal of Macromarketing, International Marketing Review, and the Journal of Product and Brand Management. Anders received his M.S. and Ph.D. in Marketing from Lund University in Sweden.

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