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.
One of the best ways to practice empathy is to actually experience it with your target. Gatorade signed up to do just that. They wanted to get out of the office and into their consumer segments’ everyday lives... and to really take a walk “in their shoes.”
Pandora came to us, wanting to do a really smart, modern-day segmentation … not just a numerical prioritization of who they should go after, but a living, breathing, inspiring piece of work for everyone in the company to rally around.