I have been thinking about Empathy a lot recently. In my work as a semiotician I have recently had two projects related to empathy. In both cases, empathy was key to a big brand relating to its audience. One was about ‘democratising’ the value proposition of a brand through communications, a brand anxious that it was losing its franchise to more agile and nimbler, niche brands, the other one wanted to ‘humanise’ and empower their brand personality through revamping the brand language of on shelf packaging. In both of the projects, it felt as if there was a significant empathy gap between the client and customers.