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Bitter sweet symphony

Date of publication: November 11, 2018

Catalogue: Fusion 2018 (Big Data World + Global Qualitative)

Company: Happy Thinking People

Authors: Juliette Margerand, Sven Arn

Abstract:

Suze is a traditional French aperitif, born in 1889. The iconic logo and the yellow brand colors are well known from posters, brasserie carafes, and wall murals in French towns. But the brand itself had become quite dated. We applied semiotics to understand the DNA of the brand and its cultural connotations, resonance. This allowed us to be free from any influence of (current) consumer perceptions. This x-ray of the brand's DNA revealed strands of potential future positioning stories - from a natural ingredient story right through to gender-fluidity: astonishing for a brand that is over 100 years old.

Juliette Margerand

Author

This is a long description of some author details.

Sven Arn

Author

This is a long description of some author details.

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Citation

Margerand and Arn (2018a, November 11). Bitter sweet symphony. ANA - ESOMAR. Retrieved January 22, 2025, from


https://ana.esomar.org/documents/bitter-sweet-symphony-9443