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.