Synchronizing a Brand with Culture to Get Best Returns——Panos

Cultural Insight

Unlocking meaning

through the power of semiotics

CULTURE

The sum total of human production

The medium through which we express and

communicate

How we give meaning to the things that we

buy, the choices we make, how we are

perceived

Culture is constantly changing

Brands are part of culture and need to keep up

BRANDS THAT UNDERSTAND

CULTURE CAN HAVE MORE

EFFECTIVE CONVERSATIONS

WITH CONSUMERS

Culture is the currency through which brands

communicate with consumers

Being in tune with culture means being in

tune with consumers

Cultural Insight

does not talk to

consumers; instead it

offers deep insight into

meanings and ideas

from analyzing

communications and

cultural progress i.e. the

latest in advertising,

packaging, retail

environments, art, media

Consumer Insight

traces current

motivation, needs,

desires, opinions and is

by nature more

‘backward looking’,

while Cultural Insight

provides a more future

focused POV

Semiotics: Analyzing meanings that consumers can not articulate

Semiotics is the established science that translates

cultural and branding signs with more complex

meanings

Simple signs easily translated by anyone

Cultural Insight helps us

understand the meaning behind

culture & branding (comms,

packs etc.) and the associations

between the two

How do we make sense of what we find

We look for patterns in culture, by

looking at how ideas are expressed

e.g. ‘Purity’ being expressed

through transparency, colour blue

When we conduct a semiotic analysis, we look

for ‘codes’ or patterns. Often we might see

similar signs and symbols being used across

several different brands.

For instance, in the water category, ‘Purity’ is a

‘code’ used by many brands (all use blue, water,

nature, simplicity).

Understanding how culture and brands evolve over time

We use adjacent categories as a source of inspiration

REACHING OUT

TO EMERGENT

MARKETS

Japan

Korea

Europe

Brazil

UnitedStates

UNDERSTANDING TODAY CREATING TOMMOROW

Work process

Collecting a large amount of relevant visual material

Analyzing them according to the comparative patterns they create

Making appropriate recommendations based on brief

1.2.

3.

Be Relevant Be Clear Be Fresh

Market entrance

New product placement

Strategic understanding

Market audit

Positionings

Strategic planning

Innovation

Communication trends

Creative briefs

Understand the cultural

context of a concept or

category

Inspiring future brand

expression

Understand the meaning

of your brand (and

competitors)

How Cultural Insight helps a brand

Be relevant: Understanding the Cultural Context of ‘Natural Goodness’

Be clear: How dairy brands are communicating ‘Natural Goodness’

Be fresh: Inspiring, impactful expressions of ‘Natural Goodness’ outside the dairy category

Be Relevant


THE CHALLENGE

Royal Salute had a long established positioning based

around leadership, but were unhappy with its Chinese

adaptation

THE APPROACH

A deep dive into the cultural meanings of leadership &

success

Understanding how these meanings are evolving based

on their defining visuals

Pinpoint specific expressions that describe the new

kinds of leadership

10 leadership platforms (codes) representing directions

that the brand could take and inform the creative brief

CASE

STUDY

THE RESULT

A brand new campaign portraying a more relevant

and emerging form of leadership centered around

personal vision, talent, bravery and determination

Case study: Chinese perceptions around Leadership Advertising

development

Code

Scene from TV ad:

creative production

symbolizing talented and

visionary personality

Scene from TV ad:

exploring far away lands

symbolizing bravery and

determination

CASE

STUDY

Output: Specific visuals fed into a creative brief Advertising

development

Be Clear


THE CHALLENGE

Unilever came to us to refresh the Zhongua brand in

terms of communicating ‘Freshness’, and ‘Science’

THE APPROACH

Gained understanding of the current world of

toothpaste packaging in terms of visuals, symbols,

pack formats, opening mechanisms and so on

Then looked at adjacent categories in order to bring

fresh inspiration and help the brand stand out from

competitors

Finally designed a 'toolkit’ that influenced their briefs

THE RESULT

Repackaging of large part of their portfolio to include

contemporary formats such as vertical design and

thick tube cap but also fresh expressions of

freshness and science such as sensorial intensity

and ‘x-ray effect’ visual cues

Case study: Toothpaste packaging and beyond Repackaging

Output: Insight on emergent packaging

Pack design innovation recommendations based on emergent and adjacent category examples

Repackaging

Be Fresh


CASE

STUDY

InnovationCase study: Product innovation for female consumers

THE CHALLENGE

Diageo wanted to learn how to market and innovate

better to its female consumers

THE APPROACH

Drawing from the world of perfume, we analyzed how

ingredients and flavors can be used in conjunction with

image and text to provide inspiration for product

innovation as well as how this product should be

packaged and communicated to ensure meaning

consistency from concept to execution

THE OUTCOME

A strategic tool clearly linking relevant inspirational

codes with particular Diageo brands’ in terms of

innovation potential

CASE

STUDY

Output: Product, pack and comms innovationInnovation

CASE

STUDY

InnovationOutput: Product, pack and comms innovation

Our Work - Codes OutcomeClient - Project

President – New

natural tea pack &

campaign

GSK – Product

innovation for

Maximuscle

Further case studies, output and implementations

Johnnie Walker

Blue – Limited

Edition bottle

Lindt – New

positioning &

creative

implementation

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Synchronizing a Brand with Culture to Get Best Returns——Panos

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