Using Semiotics in Marketing: How to Achieve Consumer Insight for Brand Growth and Profits

by Rachel Lawes

In what can seem a complex, abstract field, this book is an invaluably clear, practical resource on how to seize the tremendous opportunity that semiotics offers to better understand your consumers. Semiotics is big business. It is most famous for its unique ability to decode visual images and is the only market research method which provides a systematic, reliable and culturally sensitive method for interpreting what visual images mean. Semiotics sheds new light on consumers and the world they live in, stimulates creativity and innovation, guides brand strategy, and finds solutions to a plethora of marketing problems. Using Semiotics in Marketing will help marketers looking to launch new brands, reposition existing brands, or rejuvenate established ones. Written by one of the original founders of commercial semiotics, Using Semiotics in Marketing outlines precisely what semiotics is and why it matters, before moving on to demonstrate how to run a successful commercial semiotics project. Packed with fascinating case studies proving how visual imagery is interpreted differently across cultural, racial and social demographics, it provides essential insights into understanding consumers. This results in better ads, websites, packaging and social media content - ultimately driving brand growth and profits.

280 pages, Kindle Edition

Published March 3, 2020

Reviews

[Jonathan · Rating 3 out of 5]

"Using Semiotics in Marketing" by Rachel Lawes stands out as an essential guide for marketers aiming to harness the power of semiotics to decipher and influence consumer behaviour. As companies like Unilever and P&G have demonstrated, semiotics can be a formidable tool in a marketer’s arsenal, driving innovation and boosting sales through deeper consumer insights.

The book is commendably thorough, delving into sophisticated aspects of semiotics that may sometimes feel daunting for newcomers. Despite its complexity, Lawes does an admirable job of making the subject matter accessible, although it leans more towards those with some grounding in the field rather than absolute beginners.

A colleague recommended the book to me. It met and exceeded my expectations, providing valuable perspectives on how semiotics can shape brand strategy and foster product innovation. What truly sets it apart is its practicality, offering advice on conducting semiotic research, writing reports, and presenting findings. This practical approach effectively equips marketers with the tools to apply semiotic methods, instilling a sense of empowerment and capability.

Some of the most intriguing aspects of the book are its discussions on the societal forces behind movements like 'Be Kind,' and insights into what drives sincerity and emotional responses in younger consumers. These sections vividly demonstrate how semiotics can tap into cultural currents, sparking inspiration and showing the potential for creating resonant marketing strategies.

Overall, "Using Semiotics in Marketing" is a solid resource with insights beyond basic marketing principles. It earns a commendable spot on any marketer's bookshelf, especially for those looking to add depth to their strategic thinking. Whether you're looking to position a new brand, design impactful products, or inspire innovative advertising campaigns, Lawes offers an educational and actionable blueprint.

[Dean Murley · Rating 5 out of 5]

This is a really great read that has bolstered my semiotic analysis toolkit no end.

Rachel Lawes has a brilliant way of simplifying complex theory and ensuring that everything that she explains retains a practical and commercial application. It is extremely well written and permanently engaging, with activities at the end of each chapter so that you can apply the book's learnings to a specific business challenge.

The layout is very well thought through, beginning with definitions and applications of semiotics, going on to the theory and practice of bottom-up and top-down analysis and how to draw insights and make recommendations from these.

It has particularly made me think about the difference between ethnography and semiotics, in that semiotics looks 'through' the situation as a representation or simulation of reality, rather than taking that situation at face value.

This is an ideal book for semiotics practitioners and for those who are interested in applying a semiotic worldview to their lives and businesses.