Before I write this blog I should point out the obvious – I am not a socialist, psychologist, or really any sort of professional with a title that ends in ‘ist.’ However, there is no question that all of these fields overlap with the world of marketing. Without an understanding of peoples, of places, of context – carrying out any marketing strategy is a little akin to trying to reach the residents of a dark cave using visual stimulation. Either you’ve got to find a way to get some light in, or use an alternative tool, i.e. audio. So any good marketer should have a finger on the pulse – know the mood of a society, their hopes, their fears. Apart from providing me with the perfect excuse to indulge in guilty pleasures like ‘Made in Cheshire’ (a tour-de-force in human emotion), so as to be ‘down with the people,’ it also means constantly refining and developing my understanding of the world around me.
Now the above paragraph is a rather simple way of describing the field of ‘Semiotics.’ One of those fantastic words that makes you feel smarter simply for using it, it is the scientific study of production and the use of signs. Well that’s all well and good, I hear you dear reader implore, but what on earth does that actually mean?
Semiotics essentially looks at the cultural contexts of a society through the use of signs. Let’s take two very different examples. You may have heard of that tech company Apple; they do alright as it goes. Now, Apple are far more than a platform on which to sell tech products – they are a brand. Close your eyes and think about the logo and what do you think about – Innovation? The future? Slick? Cool? Hipsters? Whatever your first connotation, rest assured that Steve Jobs and his clever team made damn well sure that your brain responded to their symbol in that way.
Another example is Harley Davidson motorcycles, an incredibly popular tattoo in the United States of America. Now it is rare for American residents to get the logo for Walmart or Costco printed on their arm (I haven’t done a census study on this, but I feel pretty confident in my statement). So why on earth are they emblazoning Harley motorbikes on their skin? Well…because it’s more than a brand, it’s a print of defiance. Of non-conformity. Of being part of a unit. Of possessing an inclination towards leather.
This intersection where brands, culture, and signs collide is the study of Semiotics. Semioticians do not ask, “why do you like this product?”, but rather “what does this product mean to you?” – they want to assess the social implications of a product. Very clever brands use this to define and set trends, and by responding to the moods and emotions of a society, they can appeal to the emotions of a broad base of consumers. Very, very clever brands can use semiotics to set trends.
Take the Nintendo Wii. Generally, gaming is associated with one of two groupings of people – antisocial teenagers and lazy adults (apologies for any offence caused.) This is, obviously, a huge stereotype, but do indulge me. Now, the Nintendo Wii recreated gaming; making it immersive, interactive, and an experience that could be shared by the whole family, and one which required some movement. They created a brand that responded to the needs of a society. To date, they are worth $7.8 billion. Semiotics at its best.
So, what does that mean for you….
Essentially try and use Market Research to ask more probing questions – what are the fears and concerns of your user demographic? Ask them how they respond to cultural signs that are associated with your brands – the results could trigger something of interest in your mind.
And if you would like to discuss this further, or work for a semiotics company and fancy a quick chat so I can learn even more, do feel free to give me a call on 07826 857 882 or email me on Helena@helenabaker.com