Welcome to semiotic analysis.
If you apply semiotics with commercial savvy we guarantee you’ll breakthrough the clutter and avoid the hit and miss results experienced so often in marketing and comms today.
Marketing’s job is getting harder
Getting noticed in a way that resonates with the target audience is tougher every day.
- Trust in brands is at its lowest in history (John Gerzama – The Brand Bubble)
- There’s ever more stuff inundating us every day (don’t we feel it)
- Customers want a say and don’t accept what is ‘pushed’ at them (we say “fair enough”)
How customers choose brands highlights need for alternative approach
More than ever our unconscious is guiding our decision making as we ‘manage’ the volume of information provided to us every day.
Did you know that you only ‘register’ 10% of your environment at any time and you do this in seconds? (Holly G Green, The Human Factor).
Think about it – you walk into a pizza restaurant and immediately know if it is authentic, fashionable or status conscious. How do you do this?
- You take the data – what the restaurant looks and feels like and who is in it
- Pull out the symbols and signifiers of meaning from your brain you associate with pizza restaurants
- Add in all your own assumptions and means (a huge overlay)
- And in moments, you conclude what kind of pizza joint you are in and if that ‘fits’ with who you are.
- Lastly – you decide if you are going to eat there.
The traditional research gap
Market Research doesn’t systematically decode the signs and symbols people use to create meaning in their subconscious.
Happily – semiotics does.
Semiotics is about understanding the science of meaning. If you truly ‘get it,’ you can shape the meaning of your communication, brand and innovations precisely, clearly and secure way better ROI.
So, if you aren’t professionally tuned into semiotics and you are a marketer…we believe you’re flying your plane blind. It’s equivalent to being without maps on a cloudy day with you relying on your instinct to find magnetic north.
We urge you to get your meanings mapped and include semiotics into your marketing toolkit.
You will be joining a very successful club…
Semiotics is used by major players to increase ROI
Semiotic Analysis is the “Intel inside” for major corporates such as Unilever, P&G, Mercedes, CK, Diageo, Pepsico, Levi Strauss, Vodafone, Pernod Ricard and leading agencies such as Lowe, M&C Saatchi, McCannErickson, MCBD, EuroRSCG, AMV BBDO. It hot wires them into the future of their categories and so makes their marketing spend and creative accuracy so much more effective.
All these organisations use Semiotics to break through.
Get in touch to break though faster and boost your ROI using semiotics.
The decline in brand trust
Trust in business in the West and trust in brands is at an all time low (US 58% in 2009 to 38% 2010 Europe 36%)∞.
The facts on declining trust in brands
Brand value challenges
Today we continue to feel the impact of Gerzerma & Lebar’s° startling findings regarding marketing and brands in 2004.
For the first time they were able to demonstrate the divergence in the value of brands when comparing financial and consumer viewpoints, by applying a range of key indicators.
In the context of the increasing requirements of International Financial Reporting Standards for companies to revalue their intangible assets, it’s clear that brand value has never been more vulnerable or subject to more scrutiny.
°Brand Bubble – Gerzema & Lebar
The context on trust
Trust in communication and media messaging, outside of Word of Mouth, is falling to all time lows in the West. “Trust in nearly every type of news outlet and spokesperson is down from last year” ∞
∞Edelman Trust Barometer 2011
Semiotics as an antidote to low trust
Semiotic analysis hands you the power to design meaning. Whether you are managing and/or creating brands, comms, designs, or trends, semiotic offers you the unwritten rule book of:
• What ‘meaning units’ exist that are relevant to your marketing activity;
• Where on the continuum of meaning units you can hit the perfect balance to breakthrough the marketing clutter; and
• How to blend your meaning units so they resonate authentically and effectively with your target audience(s) so you get noticed.
• And most importantly, can tap into how your customer’s subconscious works to resonate faster and more effectively with your target market.
Stop the madness of spending more to get noticed. Work smarter not harder.
Use semiotic analysis.