Pain relief: How GSK is using semiotics to take the headache out of brand strategy

Jo Bowman

GSK has drawn on a vast bank of images and conversations from key global markets to help it establish a series of evolving “Health & Wellness Codes”.

Behavioural research
Bricolage & semiotics
Cultural influences & values

As GSK prepares to separate its pharma and consumer health divisions in 2022, the business has been focusing on using insight and analytics to fuel business growth, the MRS Semiotics and Cultural Insight Conference (February 2022) heard.

“Our philosophy...

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