Building
Culturally
Intelligent
Brands
One Insight at a Time.
Culture informs everything we see and do.
It impacts our perceptions, behaviors & purchase decisions.
Fusing it into your research & insights process....
...guarantees culturally fortified brand strategies
built to withstand the changing pace of culture.
because what's the point of data without culture?
WHY CULTURAL INSIGHTS & WHAT IS SEMIOTICS?
Why Cultural Insights is a valuable
tool in marketing brand strategy.
Cultural Insights is the study of the impact of cultural forces that are often invisible, but that play active roles in informing consumers’ subconscious thoughts and behaviors.
Consumers are just like you and me, and often have no time to stop, think, or reasonably articulate what is driving their daily behaviors, wants, needs and motivations. Because of this, it is necessary to contextualize data and consumer insights by first stepping back to see the bigger picture and culture’s role in shaping consumers’ daily realities.
In doing so, brands can properly equip themselves with the tools they need to create culturally relevant brand activation strategies that deeply resonate with their desired audiences in meaningful ways.
Incorporating culture into your strategy, guarantees future-proof outcomes.
How semiotics is used
in the brand world.
Everything has an inherent, unspoken signified meaning.
For example, what does an apple signify to you? Good health? Adam and Eve? Snow White? Apple juice or American apple pie? Or perhaps the large technology company that has an apple for a logo?
Identifying the meanings associated with an idea, concept or category is the practice of semiotics. We use “semiotic decoders” to empower brands with the right cultural intelligence they need to stand out in the marketplace.
Understanding the varied cultural expressions of a product, idea or concept enables us to inspire new brand positioning ideas, inform your innovation strategy or simply identify how trends are impacting your category. We help clients develop fresher, more emergent outputs and strategies that can live beyond today.
