Read more
Using applied semiotics, this book shows readers how to leverage the cultural codes that structure communication and sociality, endow things with value, and help us navigate social space and cultural change to solve business problems, foster innovation, and create meaningful experiences for consumers.
List of contents
- Introduction
- 1: Brand Equity and Semiotics
- 2: Strategic Semiotics
- 3: Design Strategy
- 4: Consumer Semiotics
- 5: Semiotic Ethnography
About the author
Laura Oswald is founder and president of Marketing Semiotics, a brand strategy and research boutique in Chicago, Illinois. Applying semiotic principles to brand strategy and consumer research, the company has led successful projects related to strategic planning, new product development, creative design, and corporate reorganization for blue chip brands worldwide since 2000. She is author of
Marketing Semiotics: Signs, Strategies, and Brand Value (Oxford University Press, 2012) and
Creating Value: The Theory and Practice of Marketing Semiotics Research (Oxford University Press 2015), as well as numerous peer-reviewed articles, white papers, and blog posts.
Summary
Using applied semiotics, this book shows readers how to leverage the cultural codes that structure communication and sociality, endow things with value, and help us navigate social space and cultural change to solve business problems, foster innovation, and create meaningful experiences for consumers.
Additional text
Doing Semiotics is a valuable resource for scholars seeking guidance about the process of semiotics and its application to deciphering marketplace meanings. With contributions from thought leaders like Marcel Danesi, Laura Oswald has put together a rich and useful manual to help readers uncover the fascinating world of cultural signs and their interpretation.
