Monday, June 05, 2006
Read the signs

Here's an intro to Semiotics, the study of culturals signs. Semiotics provides a way of uncovering the codes of communication embedded within a brand, its competitors, its product sector and the wider world of culture in which they exist. It gives you a detailed picture of the symbolic architecture of the brand and its environment - offering new insights and ideas for the brand's future. It's desk research, looking at the brand's communication (historical and current) as well as those of its competitors.