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.
