Decoding competitive propositions: as semiotic alternative to traditional advertising research

Malcolm Evans and Michael Harvey

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.

'Decoding Competitive Propositions:

A Semiotic Alternative to Traditional Advertising Research'

Michael HarveyGuinnessUDV 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...

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