Decode the meanings behind the symbols present in images, sounds, words and actions of brands.

Inspiration

Studying the symbols and their significance is like studying the root itself of the social processes behind persuasion.

The narrative and rhetoric in communication is a territory where symbols lie hidden; the pack, audiovisual advertising, the flavors, the gondola design and the selection of key words to improve the web SEO are also stimuli that hide symbols vis-à-vis the consumer.

The symbol acquires power because the mind transfers significance to it. These meanings constitute core beliefs that trigger actions. A brand can take advantage of meanings embedded in the consumer's mind or create new significances.

Key questions to answer

  What is the network of symbols already embedded in the market’s imagination to position specific messages?

  What are the meanings around a set of symbols?

  What reactions are triggered by the meanings around symbols present in packs, communication narratives, advertising spots, etc.?

  What is the best SEO strategy according to the semiotic dynamics of the markets we seek to cover/ service?

Key deliverables

  Semiotic mapping of brand and market.

  The brand’s own thesaurus.

  Competitiveness of symbols (given that other brands and categories could be using them too).

  SEO strategy based on semiotic analysis.

  Editorial plan based on the brand’s semiotic mapping.