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Integrated Brand Communications
Focuses on branding and the role of communication methods such as advertising, events, sponsorships, content marketing and social media.
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Visualising Culture using Semiotics

Visualising Culture using Semiotics | Integrated Brand Communications | Scoop.it

We talk a lot about icebergs when we are attempting to visualise culture and understand its seemingly hidden dynamics. But the way we use icebergs to illustrate culture is not indicative of culture at all. In fact, it’s not even indicative of icebergs.

 

Culture is a manifestation of a human system of signs. It is not immutable. It is not permanent. Neither are icebergs. Picture this reality: 40,000 icebergs of various sizes and shapes breaking off each year, traveling erratically with the wind and melting. Icebergs form a system of movement patterns. So does culture. Looking at one iceberg to explain the dynamics of culture is an unfortunate simplification.

 

At scenarioDNA, we map semiotic data. By semiotic data, we mean the signs and symbols put out into the world, knowingly or not, by human beings. The human-ness of visualising data lies in the randomness of the data and the patterns it creates or avoids. Our purpose in mapping that data is to see the systems that are evolving and help expose tensions that might be otherwise pale.

 
Russ Merz, Ph.D.'s insight:

A fascinating article about a new way to visualize culture using semiotic data maps. Definitely a must read. Thanks to Martina Olbertová for sharing this source.

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Value of Semiotics in Research

Value of Semiotics in Research | Integrated Brand Communications | Scoop.it

If we are talking about the value of semiotics, let’s start by asking: ‘what is semiotics worth’? According to the latest PWC research report commissioned for the MRS The Business of Evidence, the total value of market research in the UK is £3 billion. My experience with semiotics suggests that it is most usually employed in upstream projects involving core brand equity issues or in strategic initiatives. Even a conservative estimate would suggest that at least 10% of this £3 billion budget is amenable to some sort of semiotics intervention, totaling £300 million. If we assume that semiotics would add value as an insight tool – bundled into a multi-methodology approach – accounting for a fifth of the total project fee – semiotics would account for £60 million in revenue in the UK alone. Yet I would estimate that currently, semiotics in all its myriad forms, probably only accounts for a mere fraction of this. The total revenue of UK semiotics firms probably amounts to £10-20 million. Why this shortfall? Well, this is the topic for another article, forthcoming in this series; on barriers to the uptake of semiotics. The figures I have cited may not be exact, but the bottom line is that semiotics suppliers could be enjoying a much bigger chunk of this research budget pie! A reasonable inference from this data is that semiotics must still be considered an exotic, discretionary purchase by research buyers. I believe it should be considered integral to all consumer insight; as automatic as qualitative research. Andy Dexter and Virginia Valentine both presented papers to this effect at the 2007 MRS Conference. Anecdotal data suggests that awareness about semiotics is more widespread in pockets of organisations. Indeed, I was recommended to receive an RFP by the senior Head of Marketing of a global bank just last week. Yet, the discipline has still not reached the critical mass to become mainstream.

 
Russ Merz, Ph.D.'s insight:

A thoughtful discussion about the use of #semiotics in #marketingresearch and #brandmanagement. It addresses three uses for brand management in detail--brand understanding, brand inspiration and brand evaluation.

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