Using Semiotics in Marketing: How to Achieve Consumer Insight for Brand Growth and Profits

Semiotics is a powerful marketing tool that helps uncover consumer insight, tailor brand strategies, and generate profit. This second edition is packed with new revelations about brands, consumers, and their emerging needs, and provides a complete blueprint for research projects. It is accessible to agency-side and client-side marketers and can help them position and launch new brands, rejuvenate established ones, design products and packaging, and inspire timely and provocative ad campaigns.

Format: Paperback / softback
Length: 360 pages
Publication date: 03 March 2023
Publisher: Kogan Page Ltd

Semiotics is a remarkable tool for marketers, offering a proven and effective approach to gaining deep consumer insights, crafting tailored brand strategies that drive success, and generating substantial profits for brands. Companies like Unilever and P&G have witnessed the remarkable impact of Lawes' semiotics in fostering innovation and boosting sales. In this newly updated second edition, readers are treated to even more insightful revelations about brands, consumers, and their evolving needs. Three new chapters delve into the unseen social forces driving the Be Kind movement, the growing public demand for sincerity, and the emotional dynamics of younger generations.

"Using Semiotics in Marketing" is a highly acclaimed how-to guide that demystifies semiotics and empowers agency-side and client-side marketers to harness its power. It is the only book on semiotics ever published that provides a comprehensive roadmap for conducting research projects. This comprehensive guide covers everything from writing briefs and proposals to designing projects, conducting analysis, crafting reports, and effectively presenting research findings. Whether you are a novice or an experienced marketer, "Using Semiotics in Marketing" is your ultimate resource to unlock the full potential of semiotics and propel your brand's success.

By leveraging semiotics, you can position and launch new brands, revitalize established ones, design innovative products and packaging, and create impactful ad campaigns that resonate with your target audience. This powerful tool enables you to see the future, innovate, and stay ahead of the competition. So why wait? Embrace the power of semiotics today and unlock the secrets to building stronger, more meaningful brands that resonate with consumers and drive long-term growth.

Weight: 540g
Dimension: 235 x 156 x 25 (mm)
ISBN-13: 9781398607644
Edition number: 2 Revised edition