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

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”.

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...