A Magnum brand refresh included semiotics consultancy from Lawes Consulting. The brand showed immediate growth in the “high single digits” according to Unilever, https://www.unilever.com/news/press-and-media/press-releases/2022/unilever-full-year-results-2021/.

You can have this success: semiotics has the tools you need. Read this extract from ‘Using Semiotics in Retail’, available worldwide from Amazon, publisher koganpage.com  and all good bookstores.

“In Figure 2.1 you see the old (left) and new (right) brand marks side by side. The rebranding team agreed that the new version is ‘better’, as did consumers in qualitative research.” (p.26)

“On the new pack, the gold hue has softened considerably. It glows gently rather than harshly reflecting brilliant light. While the older brand mark looked good at the time, the new version reveals the old as perhaps rather brassy. The new version is more subtle and more luxurious, suggesting the depth of real gold rather than the surface gleam of brass.” (p. 26)

“Sunhouse’s clever move was to retain the circle device and apply (softer, more elegant) gold to everything within it except for the brand name. The effect was similar to engraving and, combined with the circular shape, is reminiscent of the metal stamps and the sealing wax that are no longer used for everyday correspondence but which today’s consumers still recognise as prestigious and as conferring particular importance on anything that the seal is applied to.” (p.27)

Find out more about this case study and many more in the book “Using Semiotics in Retail” (2022). Based on over 20 years’ experience of delivering semiotics to brand owning clients, Dr. Rachel Lawes offers best advice on how to transform brands and their marketing.

#Magnum #Sunhouse #Unilever #retail #consumerinsight #shopperinsight #signs #symbols #culture #semiotics #packaging #research #mrx #design #sales

Unilever, Sunhouse Creative Ltd, Market Research Society (MRS), Kogan Page Marketing & Communications, Lawes Consulting Ltd, Dr Rachel Lawes, Joe Lawes

Image credit: Magnum rebrand by Sunhouse for Unilever (Figure 2.1, Using Semiotics in Retail).

Reproduced with kind permission of Unilever.