Successful brands understand both the universal qualities of human behavior and the cultural context of the local markets in which they operate. Thus, good brand management integrates universals of human nature with locally relevant nurturing through the prism of culture.
So do semiotics and neuromarketing have much in common? Although there has been little interaction between behavioral scientists and semioticians, they share more than is commonly acknowledged and are often solving the same problem from different perspectives.
In the San Francisco Bay area, a place dominated by Google, Apple and Facebook, culture is permeated with messages about the crucial need for innovation. We’re told that innovation lives in the space between intelligence and dreams; it’s nimble, creative thinking that frees itself from the confines of convention. We need innovation, the story goes, because there’s an increasingly higher bar set by competition. According to Fast Company, ‘Exceptional is expected.’
Design Semiotics is a specialised approach that combines the rigour of design analysis with the richness of cultural insights from semiotics offering advice on how to create cultural relevant designs, as well as to enhance and explore brand design equities. It is driven by the application of theory and technical knowledge intrinsic to design helping brands to understand their different design systems and allowing them to create robust design languages that connect with consumers and their cultural realities. Undoubtedly, it helps brands to stay one step-ahead from their market competitors and visual trends.
Tim Stock and Marie Lena Tupot
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.
The relationship between brands and consumers is constantly being renegotiated to fit new conditions. These are related to changing socio-economic and political parameters, shifting perceptions of the role of consumerism as well as increasing competition from a growing number of brands but also consumers’ familiarity and thus ‘immunity’ to promotional messages. So how can brands adapt to these new conditions and maintain loyalty and growth in such a fluctuating and demanding environment?