Semiotic Marketing in the New Year

Semiotics is the study of signs and symbols, and how meaning is created within them. In other words, think of every logo, slogan, and ad design being a 'sign' to represent something else. The meaning is not locked inside the sign itself; it comes up from the cultural context in which it would appear. By analyzing cultural codes, you can gauge how different segments of your audience might perceive your choices. What feels whimsical to one group might seem trivial to another. Semiotics ensures your brand speaks authentically to everyone.