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Semiotics Assessment

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.

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Brand Refresh

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Architecture and Guardrails

Rebuilding Relevance

In light of the shifting expectations for beauty and skincare today, a suncare brand with deep roots in traditional sunscreen was on a mission to stay relevant and strengthen its global presence by refreshing and updating its understanding of its target audience.

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Advertising Campaign Development for Diamonds

In 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.

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Refreshing a Leading Drinks Brand

Once upon a time, a leading Mexican drink brand was the ‘main character’ on the shelves of Mexican homes and bars, but lately, it had lost its way and become a ‘side show’ to Tequila and Mezcal.

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The Sound believes in sharing knowledge. If you’d like to stay up to date with our reports on people, culture and brands and be able to watch our documentaries (and even be invited to an event or two) then simply subscribe below. 

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Stay Up To Date

The Sound believes in sharing knowledge. If you’d like to stay up to date with our reports on people, culture and brands and be able to watch our documentaries (and even be invited to an event or two) then simply subscribe below.

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