Describes how a semiotic analysis tool, the Competitor Advertising Decoding Kit, was used by Guinness to gain a new depth of insight into competitor marketing.
Semiotics: A Window into Competitor Advertising
Guinness UDVMalcolm Evans
Added Value & Brown KSDP
In 1998 guinness created a new way to develop brand
propositions. This required an understanding of four key elements to create the