What brands communicate to people, what they mean, depends on what’s going on around them.

Through semiotics and cultural analysis, we help clients understand what their brand values mean in culture - what stories and symbols, signs and meanings they’re communicating to consumers. 

We identify the most relevant and most emergent stories at play across global markets - and show how brands can use these stories to innovate, to engage meaningfully with consumers and to shape compelling, effective brand narratives.

Canopy Insight

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