DY Works has developed a number of propreitory tools  that are applied to . We also extensively use two tools the Semiotic Square and Kapferer’s Model.

All brand identities are developed from start to finish with the guidance of in house developed branding tools as well as general branding models such as the Kapferer’s brand identity prism and the semiotic square.

Within our selection of branding tools and techniques, we have a visual thinking tool known as the Living Brands Workshop, a Brand Equity Mapping tool that helps asses the current equity of brands, Brand tree and Brand Seed which define manifestations of brands and category understanding to hone the core of a brand. Additionally, we use IdentiKit for naming and nomenclature, Retail 5S to evaluate consumer motivation from scan to purchase and the Six Box Technique which maps consumer touch points and defines purchase behavior.



For creating successful brands, it is important to learn how culture shapes behavior. Culture is what helps us understand why yoghurt has failed in a country where the default lunch dessert is dahicheeni (yogurt with sugar)

Why Semiotics:

So we undertake semiotic enquiry through a study of symbols, rituals and other cultural markers to understand consumer and category truths – to get a deeper insight into the consumer and category, that we do not get from market research alone.

Semiotic Square

This is a structural analysis tool to study the relationships between semiotics signs.The Semiotic Square is formed by an initial binary relationship between two contrary signs. S1 is considered to be the assertion/positive element and S2 is the negation/negative element in the binary pair.

The Semiotic square – also known as Greimas’ rectangle or semantic rectangle – is a way of classifying concepts which are relevant to a given opposition of concepts, such as feminine-masculine, beautiful-ugly, etc. and of extending the relevant ontology.

The square is a map of logical possibilities. As such, it can be used as a heuristic device, and in fact, attempting to fill it in stimulates the imagination. The puzzle pieces, especially the neutral term, seldom fall conveniently into place.

Playing with the possibilities of the square is authorized since the theory of the square allows us to see all thinking as a game, with the logical relations as the rules and concepts current in a given language and culture as the pieces.


Workshop Model

Establishing the core of the brand through the Living Brand™ Workshop or Semiotic Workshop Model.

We believe that brand creation is collaborative and we conduct workshops with clients.We employ visual thinking tools as to break out of the conventional rigid, linguistic, sequential logic; to use alternative neural networks and arrive at innovative and breakthrough solutions.

Brand Equity Mapping

Whether L&T or Nerolac, Dabur or Air India – we study the current equity of brands by traversing thousands of data points for the brand. We analyze this data across benchmark competitors and isolate critical variables that are brand levers.

Brand Seed

The Brand Seed creates the definitive DNA for the brand and ensures that however the brand grows, its core values remain intact. The Brand seed is derived from a category/competition understanding, a deep insighting process with consumers, an honest analysis of the company’s own strengths and weaknesses and finally an understanding of the product or the service itself.

It is a model which represents the core brand meaning in a way that maps the inter-relationship between internal and external variables to create one final brand core and finally lead to the ‘brand essence’. The results of this exercise are further extended to carve a brand personality, values and voice. We have successfully conducted the Brand Seed workshop with Cadbury’s, Bacardi and Peninsula amongst other brand.

Brand Tree

The Brand Seed contains the essence of the brand. It is the foundation which determines how the brand will grow and mature. The Brand Tree guides the growth of the company towards the defined vision.

It is the environment within which a brand operates. It consists of elements that provide texture and completeness; personality, organization and inter connectedness of each aspect of the brand Essence and the end consumer. An eco-system which engages and propagates the brand to the rest of the world.



Brands have personalities and their names must reflect it. At DY Works, we have developed a comprehensive name generation module, Identikit, which helps us create powerful brand names that can fire imagination, trigger an emotion and resonate with consumers.

From briefing to brainstorming, mind maps to mood boards – Indentikit employs a series of tools to capture the right essence of the brand – in a word. The framework encourages lateral thinking through a plenty of visual and verbal stimuli, then sieves it through brand and category filters stimulating both left and right brain to function optimally.


Retail 5 S

Without a systematic understanding of the consumers path to purchase, any retail design intervention will remain guesswork. The ‘Retail 5S’ is a DY Works process that allows our brand strategist to understand consumer motivation across the path to purchase. The tool also helps brand owners decide which areas of the path to purchase need hygiene v/s differentiated brand interventions.

Using the Retail 5S, DY Works has been able to identify opportunities for brands in the impulse zone and also maximize visibility opportunities outside the store. The Retail 5S model builds on seminal retail work published by gurus such as Paco Underhill and Martin Lindstrom and created a decision making as well as retail design evaluation tool for brand owners.

6 Box

The DY Works 6 Box technique maps consumer touch points and defines behavior and motivations at each to create targeted solutions.