Enchantment: Using semiotics to understand the magic of branding
Nick GadsbyLawes Consulting
INTRODUCTION
The words 'enchantment' and 'magic' are not the kinds of words we encounter often in marketing and branding so I will begin this paper by explaining why this subject matter needs to be elucidated and why semiotics is the method most appropriate to do this.
For the majority of us magic means one, or both, of two things – either it's something we associate with pre-modern belief systems that includes superstition, divine entities, spirits and so forth or it refers to the kind of illusions or...