The aim of the article is to further define the significance-effect in relation to the American philosopher Charles S. Peirce concept of interpretants. An interpretant is an effect of meaning that occurs whenever a mind becomes exposed to a sign. However, the significance-effect only occurs when the interpreter truly understands the information communicated. In order for the successful communication to take place several conditions must be fulfilled. The article investigates these conditions and as examples of the significance-effect the concept of brands and branding becomes analyzed.