Unlocking Brand Differentiation Through Semiotics: Insights from Cherry Bergholdt

Disclaimer: Opinions represented here are personal and do not represent those of FrieslandCampina. Join us February 18-19, 2025 for the event. Find more information on IIEX APAC 2025 here!

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In an increasingly competitive marketplace, brands must find innovative ways to stand out and connect with consumers. Warisara (Cherry) Bergholdt, Insights & Analytics Director at FrieslandCampina and speaker at IIEX APAC 2025, explores how semiotics can unlock profound insights that shape strategic brand positioning.

By leveraging the power of symbolism and cultural cues, brands can create stronger emotional connections and gain a competitive edge. In this discussion, Cherry shares her experience in applying semiotics to brand differentiation, her perspectives on research innovation, and her vision for the future of insights and analytics.

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Question #1: Give us a brief peek into your talk. What are the key insights and take aways?

My session delves into how semiotics  can unlock profound insights that shape strategic positioning, helping brands resonate deeply with consumers and the market. By creating stronger emotional connections and a competitive edge, semiotics becomes a powerful tool for meaningful brand differentiation.

Question #2: You have a great topic. What led you to choose it?

In a world where brands are competing more intensely than ever, semiotics, when used effectively, can be a powerful tool to unlock and create meaningful brand differentiation. I have recently completed brand positioning work using semiotics as a key approach to unlocking distinctive positioning. I'd love to share my insights and spark a conversation around it.

Question #3: We are glad to have you with us. What would you like to learn from other speakers and attendees? 

I'd like to explore how different types of research can help sharpen strategy in brand building and development.

Question #4: Our industry is buzzing with the word innovation. What is research innovation to you?

To me it means a development of new methods, approaches, or ideas that advance the field of research. It could involve improving research processes, and discovering new ways to gather, analyze, and interpret data.

Question #5: Research technology and automation are helping to streamline our cost and time. What else is at work to help insights professionals?

It encourages us to think outside the box, to believe that anything is possible and can be done better. The same problem can be solved in different, innovative ways, and this is the mindset we should embrace as insights professionals.

Question #6: Greenbook works to move the insights industry and profession forward into the future. What is the biggest thing you would like to see change to improve for our industry?

A more cost- and time-effective, yet comprehensive, method for improving data collection in retail audits.

Question #7: Speaking of the future, the IIEX conference series is a leader in leading discussion of insights future prediction. What do you see on the horizon that (hopefully) attendees can discuss at this event?

Couple of suggestions: 

• 360 degree Advertising testing 

• Best-in-class in-store execution