Domain of interest: Semiotic thinking and brand strategy solutions We are strongly committed to Semiotics, the discipline that studies signs, symbols, and narratives for their embedded meaning in culture. In addition, we work with research partners for conventional qualitative and quantitative research, and with design and creative partners for design solutions. We provide both Semiotic research and brand solutions in the areas of brand identity, rebranding, repositioning, packaging, customer experience, growth strategy and innovation. DESCRIPTION We apply Semiotic analysis to help clients understand with greater clarity that which is hidden in plain sight. The Semiotic Eye reveals the big picture within which the client’s category, brand, pack or product are embedded. This clarity enables the structuring of intuition and provides direction for recoding, reframing or re-semiotisation, all in order to activate change. Semiotic thinking also recognises that reading consumers’ minds isn’t always a straightforward process, because what they say isn’t always the most reliable guide to what they would do. Taking consumer feedback is a necessary step. But going by this alone isn’t sufficient to develop brand solutions that will activate growth. We believe in using Semiotics because it enables us to go beyond what consumers say, or measure what they currently do. Additionally, Semiotic analysis has led us to realise that consumers aren’t just individuals who function in isolation, but are also members of groups. Therefore, their thought processes and emotional responses are not just a result of their own autonomous choices. They are also responses conditioned by cultural learning. The voice of consumer research tends to overlook the collective, cultural drivers of consumers’ perceptions and thought processes. Semiotic analysis and ethnography remedy this by enabling us to gain deeper insight into the collective consensus and shared thought processes.
