Description
Semiotics is a superpower for marketers. It's a proven, powerful method of uncovering consumer insight, tailoring brand strategies that work and generating profit for brands.
Companies such as Unilever and P&G have attested to the success of Lawes semiotics in stimulating innovation and boosting sales. Now newly updated, this second edition is packed with even more revelations about brands, consumers and their emerging needs. Three new chapters reveal the unseen social forces that drive the Be Kind movement, public appetite for sincerity and the emotions of younger generations. Using Semiotics in Marketing is an acclaimed how-to guide that makes semiotics accessible. It ensures all agency-side and client-side marketers can pick up the skills to use and apply semiotics to brands and is the only book on semiotics ever published that sets out a complete blueprint for research projects. This is your one-stop guide to learn how to write briefs and proposals, design projects, conduct analysis, write reports and present research findings. Start using semiotics today. Position and launch new brands, rejuvenate established ones, design products and packaging and inspire timely and provocative ad campaigns. See the future. Innovate.Author: Rachel Lawes
Publisher: Kogan Page
Published: 03/28/2023
Pages: 360
Binding Type: Paperback
Weight: 1.12lbs
Size: 9.21h x 6.14w x 0.98d
ISBN13: 9781398607644
ISBN10: 1398607649
BISAC Categories:
- Business & Economics | Marketing | Research
- Business & Economics | Consumer Behavior | General
About the Author
Dr Rachel Lawes is recognized as one of the original founders of commercial semiotics. She has convened the Market Research Society (MRS) Advanced Qualitative Methods Masterclass for over ten years and was previously a Principal Lecturer in Marketing at Regent's University London. She has supplied brand strategy and consumer insight to major brands globally, including Unilever, P&G, Kraft Tesco and The Discovery Channel. Based in London, UK, she is also the author of Using Semiotics in Retail, also published by Kogan Page.