In every category there are implicit and explicit codes and cues that shape how consumers mentally define the space. Understanding what the codes and cues mean is called semiotics and we like to employ the principles of this theory to understanding dynamics of a category. Because when trying to understand a brands positioning challenge, understanding category dynamics can help us determine the conventions to be followed and the conventions worth breaking.
With that, one of the pioneer brands in the kombucha space needed help seeing into the future. To grow the category, and define what the gut health space has the potential to become, it needed to first reimagine its portfolio strategy—from product centric, to needs driven—and then craft its pipeline for success.
A food delivery service app wanted to understand what their new offering should stand for and why consumers should believe in it. It was critical not only for the team to understand what makes this new offering different from our client’s main business, but also what value it brings to consumers.