Decoding Competitive Propositions: A Semiotic Alternative To Traditional Advertising Research
Michael Harvey GuinnessUDV andMalcolm EvansAdded Value & Brown KSDP
Introduction
This paper shows how innovative thinking and good client/agency communication can turn perspectives drawn from an unconventional knowledge domain to real competitive advantage. It outlines a project in which Guinness and a specialist team from Added Value used semiotics (the study of how any sign system e.g. words, pictures, music, myth creates meanings and evokes feelings) to develop a friendly analytical tool now used by Guinness worldwide to gain a new depth...