Protagonist's new platform finds the stories told about brands

Every brand wants to tell a story. But a new narrative analytics platform has launched to help brands figure out the stories that are actually being told about them. The platform is called Protagonist, from a company by the same name. Formerly called Monitor 360, the San Francisco-based firm was spun off three years ago from the consulting firm Monitor Group. Protagonist says its newly released platform is the first "specifically designed to analyze complex, cross-platform data to reveal the underlying beliefs and motivations of consumers." Customers include General Mills, MetLife, Warner Brothers and Microsoft.