by Mariane Cara and Ashley Mauritzen
The Rio Summer Olympic Games will take place in August 2016. The Games are a spectacle surrounded by strong symbolism, from their powerful governing ethos to strict built-in structures. The Olympic flame and five rings are iconic nonverbal cues that carry a strong relationship with the Games and their meaning-making process. When we see them, we know the Games are at hand. Yet the power of Olympic visual communications goes much further.
by Sarah Jane Johnson
Banking is one of the more challenging categories when it comes to brand differentiation. First of all, most banks are really pretty similar: large institutions offering more or less the same products: savings accounts, mortgages, credit cards and loans. Secondly, specific offerings are complex and can be difficult to compare directly.
by Marzena Żurawicka
In the past, consumers could identify the gender of a brand without major difficulties. It was enough to ensure that the brand’s communications use the sign of a man or a woman, or objects that explicitly represent the world of males or females. For example, in Polish culture the object-sign of masculinity was a disposable razor and the object-sign of femininity – perfumes. The term “perfumes” was not used to describe a man’s fragrance at all, the term “eau de toilette” was used instead. These two signs were clear for consumers and their use in communications sufficed to identify either of the two worlds.
by Ximena Tobi
Emotional bonds and sense of belonging
Regarding football, Brazil and Argentina feature a particular mixture between business and popular culture. Beginning with the curious fact that the first World Cup took place in 1930 in Uruguay, South American football has developed a particular way of playing quite different from the European way, along with a huge popular devotion for this sport. In this context, every four years the Football World Cup is quite an extraordinary event. That’s the reason why in these countries almost every brand from global to local, even the small ones had something to say about the World Cup.
Semiotics, Strategy, and Value Creation
by Laura R Oswald, Ph.D.
Semiotics is a hybrid of cultural anthropology and linguistics that accounts for the cultural codes structuring meaning in a set of data. Semiotics has important implications for marketers, because managing the codes consumers associate with a brand or product category actually creates brand value. The data set can include consumer interviews, retail settings, package designs, and popular media. The following case study illustrates how semiotics created value for a brand of disposable diapers by deconstructing the dominant cultural myth associated with the category and developing a distinctive and culturally relevant creative strategy. The Baby’s Best brand name is a pseudonym and does not reference any brands on the market at this publication.