Exploring how a competitor brand communicates to its consumers involves looking into all the design aspects of that brand’s identity, including online, advertising, packaging and promotion. This process aims to unpick the hidden meaning behind all the elements of the design, as was demonstrated with the semiotic deconstruction of the Milka brand in Chapter 2 (see page 51). The key factors to explore are: • The tone of voice. Who is it addressing? • The look and feel. What visual message is it communicating? What emotion is it expressing? • The typeface. What characteristics does it have and
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