How We Work
Our unique methodology surfaces deep, rich insights and inspiration — and it is customizable for each project.
Why Use Semiovox?
Take a step back, and consider the big picture. What are the ideas, values, and higher-order benefits that define your brand? How to communicate these in highly engaging, relevant ways?
Our US-based and global audits help world-class brands and companies — from a wide range of product and service categories — define and elevate a brand personality, identify differentiated positioning opportunities, optimize advertising for relevance, and design breakthrough packaging.
Once we’ve helped your team — and agency partners — agree on new brand guardrails, you can write design and marketing briefs, and develop consumer-facing stimuli, with utmost confidence.
Semiotics 101
Semiotics is a study not of consumer beliefs, desires, attitudes, nor the consumer’s habits, behaviors, and practices — but of the category and culture “codes” helping to shape and guide consumers’ intuitive decision-making process around how relevant and engaging a particular brand is. As culture changes, habits and conventions change… and the meaning of codes changes. Brands that fail to keep abreast of these shifts will lose mindshare among consumers.
Whether the goal is positioning and repositioning a brand vs. its competitive set, refocusing a brand’s identity and optimizing communications accordingly, extending a brand to new products, customers, and markets, or designing breakthrough packaging, Semiovox’s audits produce actionable tools — e.g., cultural and category codes, code and brand maps, brand identity keys, and more — that decrease a brand’s risk of competitive attack and consumer disconnect.
Powerful Methodology
Whether our research input includes brand communications, social media, pop culture and journalism, retail environments, consumer interviews, or other stimuli, our analysis will find the signal within the noise… and output insights and inspiration that consumer research alone cannot.
Semiovox’s local network is composed of US-based semioticians, trend spotters, and pattern hunters with over 20 years’ experience analyzing the unspoken codes of North American brands and culture. On global projects, we collaborate with a worldwide network of culture experts in order to surface highest common factors and differences.
Our follow-up empathetic consumer research, and our strategic and activation workshops, ensure that our audits’ learnings are validated — and immediately actionable, for all brand stakeholders.