Poetry, Semiotics and Brand Building

Though the custom of memorizing poetry in public school is largely long gone, I was part of perhaps a last generation to have to go through the process.  And I will no doubt remember the following lines until my last breath: ‘TWAS a death-bed summons, and forth I went By the way of the Western […]

Symbolic Representation and Constructing Brands

The intent of advertising is to associate desire with commodities and services, and to cement feelings of positive affect to brands.  It is to create a sense of meaning that ensures interest, sparks curiosity and develops bonds with the things we buy. But simply making promises about quality and cost are meaningless unless a deeper […]