Brandgrammar™ is Firefish’s proprietary branding framework which adopts linguistics for branding.
Brandgrammar has its roots in one of Firefish’s founding partner’s master research work at the National University of Singapore. The research study of the meaning creation process of brands culminates into an effective and proven system for understanding and creating powerful brands in the marketplace.
Brandgrammar™, like Hallidayan Systemic Functional Grammar, is about systems, structures and functions. There is a system to the branding process. There are systems which govern how brands work. And there are structures for brands to find their meaning through differentiations, which ultimately determines their brand positioning. Functions are intentions and objectives, translating into strategies at the corporate, branding and communicative levels.