SEMIOTICS IN BRAND COMMUNICATION

OR PUTTING THE BRAND MEANINGS

ON THE SPOT

What new to say about

the BRAND ...?

Each succesfull brand must have a clear vision,

a clear direction to go, a unique identity and a distinct image. Brand images must be easily readable for consumers. The values represented by the brand must be relevant to consumers,

having the culturally relevant meanings consumers can identify with.

Brand is a cluster of meanings that are rooted

in the culture.

Brand meaning must be embedded in all

communication messages sent over to reinforce a consistent, crystal-clear, unique brand image. Different messages of the different channels

must provide the compact stream of information always conveying the key brand meanings. All visual and textual messages must be unified by the brand key meanings.

Brand meaning is what customers shop for.

Brand without a meaning is just an empty shell.

Brand meanings must remain consistent while

brand is communicated through different channels such as ATL, print, POS, web, social media, etc.

Brand meaning should be used by agencies as a

guideline, otherwise there is the threat that the brand identity will dilute and become

fragmented during the different execution, during different campaigns.

Undestanding brand meanings ensures

consistent brand experience for consumers.

Brand exists in different contexts: such as the

specific market with its competitors, high or less saturated product segment, cultural contexts with people’s habits, beliefs and attitudes which

all together shape the brand meanings.

For brands in order to remain relevant and

attractive to their customers, it is crucial, that are anchored with its market, social and cultural contexts.

Brand is not an island.

Brand contexts might be studied by, semiotics,

communication research, discourse analysis, brand rhetoric analysis, creative interpretations of consumer data and trend analysis.

All this can help discover, understand, control

and manage brand symbolic values over time while communicating them via various channels, enabling consumers to use them for satisfying their personal symbolic needs.

Meaning is simply put a symbolic value of a brand.

WHO AM I ...? I am a communication expert using knowledge from different realms: marketing, market research, cognitive psychology, anthropology, semiotics and linguistic to help build strong and

culturally rooted brands with

coherent meanings and the ability

to communicate consistently with its

target audience.

WHAT DO I DO ... ?

I help clients

create, formulate or redefine the

key meanings for their brands, so brands remain relevant, attractive and aspirational for their target groups.

I help secure, that

different types of communication messages delivered through various

channels will always be in line with the key brand

meanings, keeping brand image away from the risk, that brand will become fragmented and will lose its identity.

For this I use a

transdisciplinary approach, combining specific knowledge of a communication theory, marketing, standard market research, a cognitive psychology, commercial semiotics and a linguistic.

WHAT IS THE PURPOSE OF MY

WORK?

To help brands create or strengthen the

brand identity by discovering unique brand

meanings, which would tap into consumers’

values and experiences rooted in their

culture.

1.

To help brands design communication

which would carry consistent brand

meanings via multiple channels over

time.

2.

To help brands eliminate contradictory

messages in their multi-channel

communication, so the brand positioning

remains clear and distinct over time.

3.

To help brands prevent or eliminate image

fragmentation, so the consumers receive

and encounter consistent, meaningful

experience via different channels (ATL,

print, POS, content, social media, web, etc. )

4.

To help brand develop, test, and refine

communication strategies that turn

audience insights into successful

marketing programs.

5.

TO WHO IS MY COOPERATION

INTENTED ...?

Advertising agencies

Public Relations companies

Experts of internal or external

communication in diverse companies

LUCIA TRÉZOVÁ: PhDr. Lucia Trezova has been working for more than 13

years in marketing and market research in the Czech

Republic and in abroad.

She specializes in new trends in brand management, so

her approach to brands and their communication is

uncommon and unique. She is a passionate innovator,

who integrates and combine knowledge from marketing,

market research, communication theories, psychology,

semiotics, linguistics and rhetoric providing the new and

extraordinary perspective on brands and communication.

She believes that people should cooperate, connect and

share their knowledge, because it is the best way to

create the new, inventive ideas.

Her services include:

• consultations

• market research services and

• trainings / workshops

regarding brands and their communication strategy

http://luciatrezova.blogspot.cz/

CONTACT: PhDr. LUCIA TREZOVA COMMUNICATION CONSULTANT

InSymbolsResearch.com lucia.trezova@gmail.com

InSymbols.

MARKET RESEARCH & TRAININGS

http://www.insymbolsresearch.com/

Mining the Brandscape

1. BRAND COMMUNICATION CONSULTANCY 2. MARKET AND CULTURAL RESEARCH 3. CREATIVE WORKSHOPS AND TRAININGS