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.
Humanising and bringing big data to life in a vast country such as India is often a long and expensive process — but not as challenging as predicting the direction of this fast-growing economy.
Read MoreThe world’s leading events organizer … was holding too many events to truly understand what makes each one special and different.
Read MoreIn today’s modern culture focused on experiences over possessions, the diamond industry was losing relevance to a younger generation — and sales — at a staggering pace.
Read MoreWe are a global team of explorers, strategists and innovators dedicated to engaging brands with people. We don’t just tell you what is happening… we tell you why it matters and what you should do about it.
