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Using Semiotics in Marketing: How to Achieve Consumer Insight for Brand Growth and Profits
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.
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.
360 pages, Kindle Edition
Published March 3, 2023
11 people are currently reading
61 people want to read
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Displaying 1 - 2 of 2 reviews
April 20, 2024
"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.
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.
March 6, 2020
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.
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.
Displaying 1 - 2 of 2 reviews