- New to this edition: three new chapters on researching digital culture, applied semiotics in branding and storytelling and branding in marketing communications
- Provides insight into what semiotics is, why it matters and how it enables marketers to understand consumers from a whole new perspective
Delivers guidance on the end-to-end process of running a commercial semiotics project, from commission and design right through to analysis of results
Discover how to convert results into brand strategy to guide business development and increase profit margins
Using Semiotics in Marketing
How to Achieve Consumer Insight for Brand Growth and Profits
Improve your understanding of what semiotics is and how it can be used to drive growth and profits by using it to create better ads, marketing communications, branding, websites, packaging and social media content.
Key features at a glance
EAN: 9781398607644
Edition: 2
Published:
Format: 233x156
360 pages
About the book
Semiotics is a superpower for marketers. It's a proven, powerful method of uncovering consumer insight, tailoring brand strategies that work and generating profit for brands.
Companies such as Unilever and P&G have attested to the success of Lawes semiotics in stimulating innovation and boosting sales. Now newly updated, this second edition is packed with even more revelations about brands, consumers and their emerging needs. Three new chapters reveal the unseen social forces that drive the Be Kind movement, public appetite for sincerity and the emotions of younger generations.
Using Semiotics in Marketing is an acclaimed how-to guide that makes semiotics accessible. It ensures all agency-side and client-side marketers can pick up the skills to use and apply semiotics to brands and is the only book on semiotics ever published that sets out a complete blueprint for research projects. This is your one-stop guide to learn how to write briefs and proposals, design projects, conduct analysis, write reports and present research findings.
Start using semiotics today. Position and launch new brands, rejuvenate established ones, design products and packaging and inspire timely and provocative ad campaigns. See the future. Innovate.
About the authors
Dr Rachel Lawes is recognized as one of the original founders of British commercial semiotics. Based in London, UK, she has convened the Market Research Society Advanced Qualitative Methods Masterclass for 15 years. Academic posts include Principal Lecturer in Marketing at Regent's University London. She supplies brand strategy and consumer insight to brands and ad agencies globally. Clients include Unilever, P&G, Diageo and Grey London. Rachel is a Fellow of the Market Research Society in the UK. She is the author of Using Semiotics in Marketing and Using Semiotics in Retail, both published by Kogan Page.
In an age where influencer marketing, personalization and building positive social impact are the new mantras of marketing, Lawes' book is a priceless guide for marketers to make sense of the world that their consumers live in. Brilliant, incisive and a comprehensive look at using the principles of semiotics in marketing, this book is testimony to Lawes' mastery of the subject and her immense contribution to the world of semiotics.
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