Each interview has a specific purpose, it is not a generic process. Also, there are types of interviews that can be chosen based on the information needs. Many interviews are marked by that Aha moment or a flash of insight. This article shares six interviewing techniques that are good practices.

Brand narratives lend an identity to a product. We recognize our brands based on its identity and discover aspects of ourselves in these narratives. Brand narratives follow a market segmentation strategy, which can be based on racial and lifestyle features of a specific group like the New Canadians.

The challenge for a marketing professional is to overcome the disparity between the kind of face the company wishes to project and that seen by consumers. So, a semiotic analysis of company communication is useful. This article presents a short guide for conducting a semiotic analysis.