Semiotics

As we approach the anniversary of Facebook's launch, Krzysztof Polak takes a semiotic look at the language and content of Facebook....

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...

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,...

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...

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...

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...