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A Case Study on Brand Strategy & Identity – Uncovering Hidden Codes of Contemporary Masculinity for Men’s Apparel

One of the key challenges identified for the brand was to enhance it’s connect with the metro youth audience. We decided to carry out a Semiotic Study of Contemporary Masculinity to identify forward looking cultural insights that the brand could leverage in communication. In this study, we merged the cultural and communication insights from Semiotics with a large scale, Quantitative Category Needs Mapping Segmentation study to arrive at definitive yet fresh answers to the brand’s challenges.