GIM Semiotics

Understand and benefit from sign and symbol systems

Brands and products are symbols. Each brand and product must assert itself unmistakably among all other symbols. But it is becoming ever more challenging to achieve a clearly defined positioning for brands and products at the symbol level. We decipher relevant symbol processes in the market and identify successful symbol strategies for brands and products. What we offer as standard is an expanded understanding of symbols: on the one hand there are the objective characteristics of a product or brand (e.g., packaging design, communication, logo), and on the other hand, these products and brands are embedded in a context of socio-cultural interpretations which must be considered during analysis.

An analysis which takes interpretational context into consideration makes it possible to develop global symbol strategies and take advantage of the diversity of symbol meanings in different markets. It becomes possible to successfully communicate brands and products worldwide.

A symbol says more than a thousand words!