April 2-3, 2019

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Culture, Codes and Cognac: How We Used Semiotics to Reinvigorate Grand Marnier’s Global Brand Assets and Enrich Mental Availability

Room 1 | 4:00-4:30 | Wednesday, April 3, 2019

This presentation will discuss how a global semiotic study helped Grand Marnier modernize its brand positioning by identifying the visual and symbolic “signifiers” that were most relevant in its key global markets. Unlike traditional positioning research, which focuses on developing a single-minded brand promise, semiotic analysis can help develop a matrix of what Byron Sharp calls the “memory nodes” that support “mental availability”: colors, imagery, tonality, etc. The brand communications developed from this study strongly leverage multiple semiotic cues identified as both highly resonant with its target audience and ownable by Grand Marnier.

*This session is provided by QRCA.


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