Brand meaning: Decoding the signs

This article discusses the value of semiotics, a tool to understand how imagery creates meaning, in ensuring the intended brand values are being communicated correctly.

Brand meaning: Decoding the signs

Alex GordonSign Salad

Semiotics helps to ensure intended brand meaning is achieved. Brands can gain cultural capital when they test for contradictions in the imagery and analyse whether the intended message is aligned in the cultural.

Semiotics is an investigation into how meaning is created and how meaning is communicated. It is a fundamental strategic and creative tool because it ensures your brand values and the intended meaning of your message are received and understood by consumers.

Semiotics is a key tool to ensure that intended meanings (of, for instance, a logo), are unambiguously...

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