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...