It is becoming increasingly common for brands and products to use nonsensical words. Brand managers need to recognize that these words convey non-semantic meanings through sound symbolism and other attributes. Sound symbolism can influence our perceptions, sensory experiences and emotional engagement.
Creating a new brand name? Before you start, Some semiotic approaches & 10 ways to create an original and engaging brand name
The evolution of a brand is different from its growth. It is an insight that leads to the commercial survival of the fittest brands.
Brands that engage consumers are meaningfully positioned in culture. Understanding culture is a crucial part of brand positioning and strategy. We offer 5 tips for aligning your brand with culture.
A colour strategy is a key aspect of branding: facilitating semiotic differentiation, navigation, comprehension, and engagement.
The key to brand engagement is emotional engagement, and colours evoke emotions. Colour is away of emotionally communicating across borders, we discuss some considerations.
The cultural meaning and symbolism of colour is an important factor in defining a brand’s colour strategy, Key considerations are introduced below.
Colour plays a vital role in marketing and branding today. What are the benefits of a brand colour strategy to brand management? There are several perspectives to consider.