Abstract:

This paper looks at how trust, authority and science is currently 'communicated' in the pharma and other sectors. Semiotic analyses show how it is possible to leverage certain codes in order to build different types of trust relationships with consumers and how clients can make best use of these learnings to maximise brand position, penetration and market share. The paper shows how learnings from the FMCG market can and are having implications for the pharma market, particularly in brands occupying premium spots.