Semiotics: a Window into Competitor Advertising

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

Michael Harvey 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 best...