Semiotics and Brand Development

A brand is more than one iconic symbol, it’s a system of interconnected images, actions and signs that create a response in your consumers. While it is often put down to something as simple as logo design (which is anything but simple, in fact), identity and branding work extends beyond the creation of a company […]

Semiotics and the Brand

Marketers have long recognized the symbolic nature of shopping and consumption.  Products and brands are symbols for sale – products and brands are often purchased as much for their symbolic value as they are their pragmatic value.  And this is the heart of Semiotics. Semiotics is the study of symbols , signs and sign processes.  […]

Good Symbol Systems Means Profit

The sign is the central term in semiotics. The sign is made up of the signified and the signifier. The two always go together, they are like the two sides of a coin. The signifier is the physical form of an object; what we see, touch and smell in the objective and shared reality. The […]