Semiotics can make brands magical

Brands need to captivate audiences. Semiotics is the art of using an 'inside-out' approach - consumers' opinions and perceptions originate from culture.

Semiotics can make brands magical

Nick Gadsby

Brand communication comprises signs that captivate audiences and make an ad memorable, such as the 'randomness' aspect of the Cadbury 'Gorilla' execution that connected with young people

Traditional research methods use an 'inside-out' approach to understanding consumers; they assume that opinions and perceptions are individual choices. Semiotics, on the other hand, uses an 'outside-in' approach – consumers' opinions and perceptions originate from culture. For example, it is no coincidence that consumers all agree that gold packaging implies a luxury product because the colour gold is a cultural sign for wealth, and consumers have...

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