If you're not reading "Using Semiotics in Retail", you should know that Chinese marketers already have it. China was the first country to licence the right to publish the book locally. It's even better in English 😁 This book won an award! Best book on Sales &...
"Oh no, we forgot to design the fixture and now our packaging looks like an ironic joke." No amount of packaging design will convey the desired message if the fixture looks bad. Avoid this problem by thinking about EVERYTHING that the shopper can see when...
RECLAIM HORROR. MAKE BEAUTY & HOPE. MARKETERS: THIS MEANS YOU. Dear #brand owners & #marketers. I know you are trying. Fishing plastic bottles out of the sea to help make more bottles and scooping up bits of rubber from the factory floor to incorporate into...
Consumers Beat Marketers At Using AI If you're using AI to count things, you're missing the best part. Yes, you can use it assemble massive data sets and count the frequency of words and images. There's a lot of talk about '#semiotics at scale' that focuses on...
Double the Effectiveness of your Shopper Marketing The sales uplift generated by Unilever's in-house shopper marketing app "easily more or less doubled" thanks to #semiotics by Rachel Lawes, said Keith Sleight at the trade show Retail Week Live in London (2022)....
Yes, I have relevant experience in your category. Of course, I've been building global, commercial experience for 25 years. Whether it's a personal favourite such as #pharmaceuticals, #aviation, #banking, #whisky, #publishing, or any of dozens of other specialised...
Great Stories Happen When Ordinary People Make Bad Decisions The most compelling stories involve ordinary people making bad decisions. TV dramas are full of it, so are films and popular fiction. We love to see people similar to ourselves getting things wrong....
Blank Expressions Make Us Feel Like Gods Why do consumers enjoy blank expressions? Because they like being empowered to fill up empty spaces and decide what other people are feeling. It makes us feel like gods. #hellokitty #miffy #calvinklein The blank expression...
What causes social behaviour? When explaining the behaviour of your customers, look for economical explanations. Social behaviour usually has local, social causes. These causes are visible more often than they are hidden. I was a psychologist before I was a...