SemioTrend is a tool for scenario, category and cross-category semiotic analysis. It aims to identify strategic opportunities, insight and key-drivers for brand, marketing and communication development. It is a toolkit for strategic research, aimed at identifying the current and emerging main trends, as well as the consolidated and potential key values of a competitive scenario. It therefore identifies the codes and modes of communication that underpin the development of different trends.

SemioTrend intervenes by means of semiotic screening of the communication mix (naming, packaging, advertising, website, sponsoring, etc.)  of the players in a competitive scenario in any market, sector and segment. The analysis is carried out by monitoring the communicative, informative and mediatic context of reference (eg. specialised/ lifestyle/trend monitoring magazines, fairs, the international - daily and periodical - press , web surfing, etc.)

SemioTrend identifies distinctive, coherent, relevant and long-lasting communicational values, concepts and codes that can be resorted to in branding/re-branding, in positioning/re-positioning strategies and for the planning of future communication events (naming, packaging, adverstising, retailing, etc.). By doing so, it allows to define development scenarios and the relationship between brand, target customers and trend.