This chapter discusses discourse theory to identify the repeated messages in a set of advertising that, taken together, show brand positioning and associated ideas. It explains the usage of micro-discourses structuring in a single logo, to macro-discourses communicating the brand position in the market over longer and bigger promotional campaigns. The practical application of discourse theory is shown using Kraft Singles. The message of the product advertisement was essentially the same for many years—a healthy food for kids—but the visual images differed and paralleled the changing tastes and lives of children. Semiotics can provide clearer brand meanings, better alignment of brand meanings to consumer needs and wants, and more positive engagement with consumers. It also helps management track the evolution of brand positioning and consumer culture over time, and align new advertising with this evolution.
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