How semiotics helps to choose a punchy product claim

Semiotics can help brands choose the proper claim for a product. > Choosing the proper product's claim is a challenging task. It's very engaging and requires an extensive cultural and consumer understanding. Let's consider a healthy food brand that needs to choose, for the launch of a probiotic-enriched product, an impactful product claim. Which words are they going to use? Gut health, digestive comfort or pre/pro/post biotics? Will they focus on the functional benefit, the feeling of comfort, or the ingredients' specs? > It depends on their targeted geographical market, their consumers' expectations and the market's socio-cultural understanding of health. And this is the job of semiotics to understand these cultural nuances to get the impactful claim that will win the game.

0 Comments
Read more about the article How semiotics helps to choose a punchy product claim
digestive comfort or gut health?

How second-hand platforms become real enabler brands that urge consumers to change in a positive and emotional way

Semiotics can help brands choose the proper claim for a product. > Choosing the proper product's claim is a challenging task. It's very engaging and requires an extensive cultural and consumer understanding. Let's consider a healthy food brand that needs to choose, for the launch of a probiotic-enriched product, an impactful product claim. Which words are they going to use? Gut health, digestive comfort or pre/pro/post biotics? Will they focus on the functional benefit, the feeling of comfort, or the ingredients' specs? > It depends on their targeted geographical market, their consumers' expectations and the market's socio-cultural understanding of health. And this is the job of semiotics to understand these cultural nuances to get the impactful claim that will win the game.

0 Comments
Read more about the article How second-hand platforms become real enabler brands that urge consumers to change in a positive and emotional way
secondhand, platforms, leboncoin, selency, vestiaire collective, vinted

Setting the scene for filiation

In my opinion, this campaign is particularly inspiring for family businesses, as it presents the concept of filiation in a new light. Le Vieux Campeur, a historic French player in sports…

0 Comments
Read more about the article Setting the scene for filiation
"Les enfants du Vieux" ad campaign, October 2023. Photo credit: Le Vieux Campeur

Whisky with a purpose

Rhino Whisky is a new South African brand of single malt whisky founded by two friends, Gerrit Wagener and Brin Kushner, who decided to create a whisky that would not…

0 Comments
Read more about the article Whisky with a purpose
Photo credit: www.rwhisky.com

End of content

No more pages to load