Consider for a moment how a Scrabble box full of single letters, lacks the quality of poetry, but if those letters are arranged in a certain way, they can then produce a poetic effect. It is the ordered relationships between the letters that create the identity of poetry.
Last month, we established that consumers do not care about (most) brands. Consumers are on a quest to find meaning and brands that succeed are the ones that help them fulfill this quest.
Consumers are on a quest to find meaning and brands that succeed are the ones that help them fulfill this quest.
Perhaps the most dangerous split in branding is between what brands say and what they do.
When you want to explore cultural relevance of strategic ideas, creative concepts, brand narratives, stories or innovation territories and how they tap into the cultural zeitgeist, the mood of the now, semiotics is in my opinion by far the best way to approach such research.
