Abstract:

This paper explores a major issue facing brands and organisations - the need to stimulate fresh thinking and prepare for tomorrow's market. The paper demonstrates how a creative research design involving semiotics makes it possible to understand developments in different cultures and yet succeed in delivering insight that is of great relevance to the client at a global strategy level. This approach moves beyond static consumer segmentation models to reflect the increasing use of brands by consumers to create multiple identities. The research played a critical role in the development of a new global brand strategy and innovation plan.