Semiotics: A sign of the times

Why do most brands struggle with innovation, despite an abundance of consumer-facing insight? Semiotics, or the science of signs and symbols, when used wisely can help tie in all marketing activities including insights, new product development, strategic planning and execution.

Semiotics: A sign of the times

Kishore BudhaUniversity of Leeds

Semiotics, the science of signs and symbols, can aid innovation in brands and their marketing, with a tangible ROI for its application, particularly in brand building in emerging markets.

It is received wisdom in the business world that consumer research - in terms of understanding their needs and wants - is adequate for brand innovation. While the importance of good consumer research should be one of the pillars of good marketing and branding, one cannot help but ask why, despite the practice of consumer-facing insight (which is accessible to...

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