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.
What are the psychological benefits of dogs and cats? How is this ‘pet effect’ solving our well-being deficits: mentally, physically and socially. Is there a shadow to this relationship?
In social communication, the human face plays an important semiotic role. Our minds are hard wired to recognize it. New technologies are changing the way the human face is perceived and interacted with. This creates new challenges and opportunities for design, marketing, and advertising.
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.
7 Great Insights You Can Learn From How Color Affects Our Five Senses. How do different colours change the way we experience the world? What insights can we learn from this understanding?
Is coffee good or bad for us? This information overload is resulting in buyer dissonance amongst coffee buyers. One category has implications for others in thinking about information management.