A Method for Deriving Brand Innovation: Example of Meta

Abstract

It is assumed that brand innovations are based on intuitional methods like design thinking or brainstorming. This approach to brand innovation assumes that semiotic processes of novelty explosions come irregularly and are not predictable. At the same time, brand innovation depends on how the market values services and/or product choices. This means that the system of market valuation determines brand innovation. The customer’s preferences measure the novelty of brand values and needs. The customer’s ability to make a choice means that market innovation is a predictable system of logic. This paper proposes that market innovation is predictable by using principles of the semiotic square in the context of many-valued logic structures. In a semiotic context, a brand is a system of meaning-making. Based on brand meaning-making and customer’s ability to make a choice, there is a methodological possibility to derive the next market innovation. Brand evolution can be modelled statically and temporally using the same modelling principles. The proposed brand innovation model can help to computationally decide the next possible steps to implement planned development into an existing market.