Semiology

Greg Rowland Semiotics is a global consultancy that uses cultural theory to analyse and develop brands.

Over the last twelve years, we have made a significant impact on the marketing and communication of many UK and global brands.

Our aim is to inspire new creative and strategic directions for brands based on our unique approach to semiotics and consumer culture.
“I used to think that all the answers were locked in the heads of consumers. You have showed us all that the consumers are themselves locked into a wider cultural context.
Your approach has helped us to convert the context into a meaningful and rich source of inspiration that sparkles with insight and creativity. Your thinking and guidance inspires the teams at the beginning of projects and all the way through to the final execution in communications, product, packaging and long-term development.”
Jaroslav Cir, Global Director of Research, Rexona / Sure, Unilever
Calvin Klein
Global

The Calvin Klein fragrance brand had lost some of its equity. While the brand had been enormously influential in the past (Obsession and Eternity), recent fragrance offers had failed to make the same cultural impact. We identified the codes that had made Calvin Klein successful in the past, and suggested new ways of updating them for the 21st Century. Our work was a key influence in the creation of Euphoria’s concept and communications.
Axe/Lynx
Global

We have been involved with the Axe brand since 1996 and have provided many insights into the codes of masculinity, seduction, humour and sexual representations. Our work has involved guiding and inspiring advertising and product development, including the developing positioning for the shower and anti-perspirant ranges in US, Brazil, UK, Germany, Italy and France. We have also generated names and concepts for some of the brand’s most successful variants, including Voodoo, Phoenix and Pulse.
Pot Noodle
UK

Greg Rowland Semiotics was asked to make Pot Noodle a more iconic brand. By looking at the codes of the brand, sector and product offer we devised a surprising positioning statement for Pot Noodle: ‘Food Porn.’ This directly inspired the legendary ‘Slag of All Snacks’ communications that raised sales by 29% when on air. We also devised Pot Noodle’s ‘Posh Noodle’ and ‘Bombay Bad Boy’ variants.
UBS
Global

We analyzed the codes of wealth for UBS in Hong Kong, China, Japan, Germany, USA and the UK. We undertook a cultural and competitive brand analysis to inform best practice around current communications equities for UBS, offering practical guidance for maximising their potential in the future.
Guinness
Ireland

We identified the core meanings of this most iconic of Irish brands, offering guidance as to how this understanding could manifest itself in terms of pack, product and communications. Our work has been strongly influential in providing a framework for generating and benchmarking future brand extensions and advertising campaigns. We have also helped reposition Smithwicks beer and have offered Diageo guidance through an advertising agency pitch process for the brand.