- Gives truly fascinating insight into what semiotics is, why it matters, and how it enables marketers to tap into consumers like never before
- Guides through the end-to-end process of running a commercial semiotics project, from commission and design right through to analysis of results
- Shows how to convert those results into brand strategy to guide business development and increase profit margins
- Packed with fascinating case studies from around the world showing semiotics in action
- Written by one of the original founders of commercial semiotics
Using Semiotics in Marketing
How to Achieve Consumer Insight for Brand Growth and Profits
Create better ads, marketing communication, branding, websites, packaging and social media content, by understanding what semiotics is and how it can be used to drive growth and profits.
Key features at a glance
EAN: 9781789662078
Edition: 1
Published:
Format: 230x155
280 pages
About the book
Semiotics is big business. It is most famous for its unique ability to decode visual images, and is the only market research method which provides a systematic, reliable and culturally sensitive method for interpreting what visual images mean. Semiotics sheds new light on consumers and the world they live in, stimulates creativity and innovation, guides brand strategy, and finds solutions to a plethora of marketing problems. Using Semiotics in Marketing will help marketers looking to launch new brands, reposition existing brands, or rejuvenate established brands. In what can seem a complex and abstract field, it is an invaluably clear, practical resource on how to seize the tremendous opportunity that semiotics offers.
Written by one of the original founders of commercial semiotics, Using Semiotics in Marketing outlines precisely what semiotics is and why it matters, before moving on to demonstrate how to run a successful commercial semiotics project. Packed with fascinating case studies proving how visual imagery is interpreted differently across cultural, racial and social demographics, it provides essential insights into understanding consumers. This results in better ads, websites, packaging and social media content - ultimately driving brand growth and profits.
About the authors
Rachel Lawes
Dr Rachel Lawes is recognised as one of the original founders of commercial semiotics. She has convened the MRS Advanced Qualitative Methods Masterclass for more than ten years, and has an extensive academic background including Principal Lecturer in Marketing at Regent's University London. She has supplied brand strategy and consumer insight to major brands in 20 countries, including Unilever, P&G, Kraft, Tesco, The Discovery Channel and many more. She is the author of numerous conference papers and articles on semiotics and social psychology.
More about Rachel Lawes
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