Abstract
Describes how a semiotic analysis tool, the Competitor Advertising Decoding Kit, was used by Guinness to gain a new depth of insight into competitor marketing. The system, supplied by Added Value, guides marketers and planners in the analysis of likely consumer take-outs from current competitive ads, and helps them to decipher for each competitor the proposition that could ultimately drive these take-outs. By the mapping competitor propositions, marketers obtain a much clearer picture of the marketplace, and the main challenges and opportunities facing their brand. The method is described in some detail, in the context of the Guinness project. Winner of the Best Paper Award, 2001.
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