Semiotics Tip – Brands Serve Consumers

by Feb 9, 2020Semiotics

 Here’s a tip to improve your #semiotics. Put yourself in the position of the consumer. Once they have purchased a #brand, whether it’s shoes, coffee or a bank account, they are instantly liable to be made accountable for their choice by other #consumers. The question ‘why did you choose that?’ is ever-present.

The answer can’t be ‘because it looks premium’ or ‘because it looks healthy’ and this is where semiotics that is pitched at the level of describing packaging inevitably falls down.

Here are some answers that work. ‘Because I think the people that make it really care about it’; ‘because when I have this at lunchtime I don’t snack as much in the afternoon’; ‘because I get loads of benefits from being an existing customer’; ‘because it makes me laugh every time I look at it’.

Instead of asking ‘what does this brand look like?’, ask ‘what function does this brand fulfil for the consumer?’ How is it helping them be a better, more complete version of themselves?

My new book, Using Semiotics in Marketing, is out 3 March, available for pre-order on Amazon.

https://www.amazon.co.uk/Using-Semiotics-Marketing-achieve-consumer/dp/1789662079/ref=sr_1_1?keywords=lawes+using+semiotics&qid=1580131040&sr=8-1

0 Comments

Submit a Comment

Your email address will not be published. Required fields are marked *

This site uses Akismet to reduce spam. Learn how your comment data is processed.

Other posts

Webinar: Association for Qualitative Researchers

Webinar: Association for Qualitative Researchers

  Ever wondered how ad agencies use semiotics? Matt Gladstone Strategy Partner of GREY London and Dr Rachel Lawes, author of ‘Using Semiotics in Marketing’ interviewed by Louella Miles in an exclusive AQR webinar. What can semiotics do? What semiotics can do is going...

#Semiotics tip of the day: Earn the trust of clients

#Semiotics tip of the day: Earn the trust of clients

 #Semiotics tip of the day: Earn the trust of clients by respecting their intelligence. Use precise language and try not to exaggerate. • Make claims which are coherent. If you claim to have measured something, it must be capable of being measured: it is fixed,...

#Semiotics tip of the day

#Semiotics tip of the day

 #Semiotics tip of the day: here's a tool to stimulate your imagination and help you identify conventional expectations of products and categories. Digitally or on paper, cut out the logo of your client's #brand or competitor brands. Take some #advertising from...

Semiotics Tip – Wreck This Advertising

Semiotics Tip – Wreck This Advertising

 #Semiotics tip of the day: here's a tool to stimulate your imagination and help you identify conventional expectations of products and categories. Digitally or on paper, cut out the logo of your client's #brand or competitor #brands. Take some #advertising from...

© 2019 Lawes Consulting. All rights reserved.
Website By the Scruff

This site uses cookies. Please read our updated Privacy and cookie policy.