KMB Be brand - Semiotics of Personality - ISI 2012
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Being Brand – Define yourself or you will be defined Semiotic Summer School Imatra 2012
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Some semiotic observations on how brands are used to create individuality. And what brands are promising in doing so. Presented and discussed at the 2012 Semiotic Summer Congress at Imatra
Transcript of KMB Be brand - Semiotics of Personality - ISI 2012
Being Brand –
Define yourself or you will be defined
Semiotic Summer School
Imatra 2012
What is this about?
• Who is KMB?
• Using brands in our lives
• Brands defining personalities
• Semiotic theses
Who is KMB?
KMB|Dr. Klaus M. Bernsau – scientific
• Dr. Klaus M. Bernsau: Studies of Communication Science, German Literature, Marketing, Physics, Sociology and Information Management
• Magister (M.A.) degree in Communication Science about “Signs for Sale – Coca-Cola-Marketing looked upon in a semiotic way”
• Dr. phil. degree about “Changing the economic structure is changing the social meaning – Regional-marketing of the Ruhrgebiet”
• For almost 20 years teacher and researcher at University Duisburg Essen and recently Brand academy Hamburg, University of applied science.
• Main subjects: Corporate Communication, Communication Theory, and Applied Semiotics
• Different presentations and publications about the theory of corporate communication in nowadays globalizing media society
• Frequent visitor of Imatra’s Semiotic Summer School
• Member of the advisory board of the German Semiotic Association (DGS) – topic: economy and management
KMB|Dr. Klaus M. Bernsau – professional
• Dr. Klaus M. Bernsau: over 20 years experience as
consultant and conceptionist in advertising and marketing
• Founder and owner of the consultancy “KMB |
Konzept • Management • Beratung für Unternehmenskommunikation”
(i.e. Concept Management Consulting for Corporate Communication C4)
• Clients: Coca-Cola, ContiTech, Deutsche Bahn, Deutsche Post, L’Oréal, Opel,
Rewe, but also many small and middle seized companies
• Branches: automotive, energy, finance, retail/FMCG, industry, IT/telecom, logistics,
pharma, fashion
• Four employees: graduated media and communication managers
• Focus: Optimizing communication by applying semiotic and communication
theories
• More under: www.kommunikation-kmb.de
Applied Semiotics by KMB
• The big sign-history to understand
• The (automatic) controlling tool to manage
• The semiotic experiment to decide
• The semiotic workshop to innovate
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Digging in the dirty of semiotic live
Digging in the dirty: an empiric study
Others
Drinks
Fruit and Vegetables
Meat and Sausage Products
Ready Meals
Milk Products
Cleaning Products
Body Care
Snacks and Sweets
Wheat Products
www.seissmo.com/
In these areas the brand seems to be
important to our live Product category Brand No-name
Yoghurt drinks 73% 27%
Desserts from the fridge 71% 29%
Sweets (except chocolate) 91% 9%
Chocolate/ pralines 76% 24%
Soft drinks 71% 29%
Beer 91% 9%
Ready-made sauces 78% 22%
Ready meals 68% 32%
Cigarettes 82% 18%
Body-, face- and hair care
products 75% 25%
Here everyday live is good without a brand
Product category Brand No-Name
Tin-food 28% 72%
Milk 19% 81%
Juices and Nectars 25% 75%
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Defining a personality thru branding
Immortality made by brands
We are all projection screens
Yes we can – be whatever …
Semiotic conclusions to discuss
Back to semiotic basics
A simple
personal
sign process
A brand being used =
sign carrier (R)
A branded person =
Interpretatant (I)
A human being =
sign object (O)
Identity
Identity, Personality und Individuality
Personality
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Indiv4 Indiv3
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A semiotic proposal to personal branding
Personality
Identity
Brands
I
O
R
Personal
semiotic live A simple
personal
sign process
A brand being used =
sign carrier (R)
A branded person =
Interpretatant (I)
A human being =
sign object (O)
Most valuable brands –
Top risers = Top individualizers
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Being Brand –
Define yourself or you will be defined
individual
mass
rich
poor
Importance
of interpretation
Visibility
syntactic
semantic
pragmatic
sigmatic
Importance
of interpretation
Visibility
me
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r-o
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e
Thank you very much,
and hope to see you soon:
facebook.com/KMB.Kommunikation!
KMB|We are looking forward to you
Contact details
KMB | Dr. Klaus M. Bernsau
Konzept ▪ Management ▪ Beratung für
Unternehmenskommunikation
Parkstraße 91
D-65191 Wiesbaden / Germany
Phone +49-611-8804 3675
Fax +49-611-8804 3678
Mobil +49-178-2376728
(+49-178-Bernsau)
E-mail [email protected]
Web www.kommunikation-kmb.de
Service offering
Concept: Development of all future activities in
consideration of all relevant and promising instruments and media (effect full, networked, intermedia, contemporary)
Management: Taking over of the communication projects as virtual "full-service-agency" via the KMB network of competent service providers; management of the tasks with corporate intern resources and with existing extern partners of the client (e.g. temporary management of advertising or projects); accompanying project leader (quick, flexible, good value, experienced)
Consulting: Analysis of weakness in existing concepts, activities, structures and teams; optimization consulting, goal development incl. buildup of quality- and controlling-processes; accompanying consulting of all relevant steps in corporate communication activities (open in results, critical, competent, goal-orientated)
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