Semiotics
Semiotics is the analysis of meaning and how it is created. Every brand embodies meaning, and everyone consumes meaning.
We strive to learn more about the meaning behind, and within, a brand, the life and behaviour of people, and the socio-cultural context in which they live.
By analyzing signs, semiotics reveals the underlying codes, rules, and structures of culture.
How does semiotics play a role in marketing and branding?
Semiotics creates a deeper understanding of how the four Ws interact: Who? What? Why? When?
It reveals the social and cultural forces that are at work behind our beliefs, behaviour, and psychology that we are not always consciously aware of .
Semiotics transforms insight by contextualising understanding.
Semiotics can contribute uniquely to four key aspects of branding and marketing.
Semiotic Services
- Identifying cultural and social trends
- Mapping trend movements and momentum
- Foresight: predictive cultural and trend analysis
- Innovating from cultural trends
- Market opportunity identification
- Semiotic ideation
- Consumer behaviour modelling
- Consumer journeys
- Buyer persona’s & consumer typologies
- Cultural and social positioning
- Brand asset evolution
- Brand meaning differentiation
- Mapping changing category meaning
- Brand and category audits
- Communication strategy evaluation and development
- Brand symbolism & visual narrative analysis
- Visual identity & packaging audits
- CX development
- UX development and evaluation
- Website identity development
- Online brand persona development
- Servicescape development
- Shopper narrative analysis
- Retail semiotics