Enchantment: Using semiotics to understand the magic of branding

This paper looks at how magic can be harnessed by a brand by using semiotics. Lessons are taken from the people's award winner at the 2009 National Gallery BP Portrait Award, Imagine, by Jose Luis Corella, which demonstrates the importance of surprising people and breaking conventions.

Enchantment: Using semiotics to understand the magic of branding

Nick GadsbyLawes Consulting


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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands