Using Semiotics in Marketing How to Achieve Consumer Insight for Brand Growth and Profits 2nd Edition by Rachel Lawes ISBN 9781398607651 1398607657

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Product details:

ISBN 10: 1398607657
ISBN 13: 9781398607651
Author: Rachel Lawes

Using Semiotics in Marketing How to Achieve Consumer Insight for Brand Growth and Profits 2nd Edition Table of contents:

01 Semiotics will change your career in marketing or market research

Business dilemmas

A new focus on culture

What is semiotics?

How is semiotics applied in marketing?

How is semiotics used in market research?

Frequently asked questions

02 An explosion of semiotics in business

Activity: Find your challenge

Marketing Challenge Hotlist

Case study: Rebranding Charmin

How to detect when semiotics may solve your problem

Activity: Write a brief for semiotic research

A sample brief

Another sample brief

The market for semiotics

Endnote

03 How to do research using semiotics: A blueprint for marketers

Understand your client’s brief

Set your research questions

Brainstorm with your client

Sample data

Identify semiotic signs

Identify codes

Detect social structures

Apply findings to your client’s business objectives

Write your story

Activity: Write a proposal

04 Images, language and other semiotic signs

Data and method

Still images

Activity: Decode an image

Language: Speech and writing

Activity: Decode language

TV ads and other time-based media

Physical data

From signs to codes: Moving towards top-down analysis

Activity: Find a code

05 Society, culture and other big influences on consumers

Where do I begin? Recognizing and framing top-down questions

Sourcing information and data

Texts as an explanatory resource

Beginning analysis: Time and place

Ideological analysis

What to do at the end of analysis

Frequently asked questions

Activity: Top-down analysis

06 Creativity and innovation: Semiotic tools for thinking

Truisms

Activity: Find your truisms

The semiotic square

Activity: Identify a brand opportunity using a semiotic square

Build a meme

Activity: Build a meme

Twig-to-branch

Activity: Twig-to-branch

07 How to do semiotic field trips

Why do semiotic field trips?

Learning from semiotic field trips

When to use semiotic field trips

Who is involved in semiotic field trips?

Where should I go? What to do when on the ground

Some final notes about planning

Analysing field trip data and finding insights

Activity: Your own semiotic field trip

08 Combining semiotics with ethnography and discourse analysis

How to distinguish ethnography, semiotics and discourse analysis and stop making curry

How to analyse conversation using ethnography, semiotics and discourse analysis

Activity: Multi-method research

09 Data – insight – strategy

Common problems and how to avoid them

What is an insight?

Activity: Challenge the taken-for-granted

Activity: Grow it or shrink it

From insight to strategy

I need to… tell a story

I need to… adapt to change

I need to… get ahead of competitors

I need to… innovate

I need to… change the appearance of my brand

Activity: Make strategic recommendations

10 Sharing the findings of semiotic research

Advice for all market research, especially semiotics

Activity: Prepare a report or debrief

Advice exclusively for semiotics

Activity: Quality-check your work before distribution

11 Industry debates and the future of semiotics

Industry debates: Is semiotics a science?

Technology and social change

Activity: Technology and your next project in semiotics

Cross-cultural variations in semiotics

The semiotics of the future

12 Inspiration: How to continue teaching yourself to do semiotics

1 Product design and architecture

2 Visual art and graphic design

3 Entertainment media: Cinema, TV, gaming

4 Fiction

5 Journalism and other non-fiction

6 The social sciences and humanities

7 Travel and other physical experiences

13 Consumer needs in the 2020s

Metamodernism

Sincerity

Feelings

Activity: Metamodern needs and your brand

14 Brands and Businesses

Metamodernism

Sincerity

Feelings

Activity: Review your brand’s core purpose and values

Bonus activity: Learn from LEGO

Endnotes

15 Marketing and communications

Metamodernism

Sincerity

Feelings

Activity: Fluff flash fiction

Going forward: What to read next

Endnotes

Acknowledgements

Glossary

References

Index

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