Mondelēz International, the maker of chocolate, biscuits, gum and candy that launched this week is celebrating its birthday with events around the world. Last week it was known under the title Kraft Foods but after spinning off its North American grocery business on October 1 changed its name to Mondelēz. The name was proposed by Kraft in March.
Category Archive: Marketing
The article is written by Cheryl Swanson, Principal at Toniq, USA
Here at Toniq, we are heavily rooted in the ongoing study of semiotics. Semiotics is a study of the elements of communication in our culture that we create, evolve and interact with on a daily basis. This includes symbols and signs, linguistics and semantics, and the effects of how these codes come to define trends and shape cultures. With methodologies stemming from anthropology and social sciences, we are able to uncover the semiotics that defines current generational trends. Here are a few examples.
We are in the grip of a making movement. A new generation of makers fuelled by digital know-how and technological advances have given a boost to manufacturing and business with online start-ups launching hourly. The opportunities for co-creation and interaction between the branding community and its consumers has also changed forever due to the advent of shared social media devices. The BBC is forecasting that our next revolution will be ‘home-made’ and whilst hi-tech has undoubtedly been the facilitator of this creativity, many of the ideas and innovations themselves are low-tech. And as the growing momentum of a new-low tech movement will testify, truly creative and low-tech ideas and innovations can showcase a very different—but just as radical—form of progress.