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Rachel Lawes

Using Semiotics in Marketing: How to Achieve Consumer Insight for Brand Growth and Profits Paperback – 3 Mar. 2020

by Rachel Lawes (Author)

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Using Semiotics in Marketing: How to Achieve Consumer Insight for Brand Growth and Profits
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In what can seem a complex, abstract field, this book is an invaluably clear, practical resource on how to seize the tremendous opportunity that semiotics offers to better understand your consumers.

Semiotics is big business. It is most famous for its unique ability to decode visual images and is the only market research method which provides a systematic, reliable and culturally sensitive method for interpreting what visual images mean. Semiotics sheds new light on consumers and the world they live in, stimulates creativity and innovation, guides brand strategy, and finds solutions to a plethora of marketing problems. Using Semiotics in Marketing will help marketers looking to launch new brands, reposition existing brands, or rejuvenate established ones.

Written by one of the original founders of commercial semiotics, Using Semiotics in Marketing outlines precisely what semiotics is and why it matters, before moving on to demonstrate how to run a successful commercial semiotics project. Packed with fascinating case studies proving how visual imagery is interpreted differently across cultural, racial and social demographics, it provides essential insights into understanding consumers. This results in better ads, websites, packaging and social media content - ultimately driving brand growth and profits.

Print length

280 pages
Language

English
Publisher

Kogan Page
Publication date

3 Mar. 2020
Dimensions

15.49 x 1.5 x 23.01 cm
ISBN-10

1789662079
ISBN-13

978-1789662078
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Product description

Review

"An insightful and intuitive toolkit for a cultural edge in marketing." ― Holly Clancey, Brand Planning Director, Nike

"If your job title or description includes the words 'consumer' then this book is essential. An expert guide on decoding consumer signals for the non-expert." ― Jane Frost, CBE, Chief Executive, MRS

"A masterclass in the role of culture on consumer behaviour - describing how to decipher signs and codes to enable you to see connections and meaning that are invisible to others." ― Nick Harrington, Principal Scientist, Procter & Gamble

"'A priceless guide for marketers to make sense of the world that their consumers live in.'" ― Shelley Sengupta, VP and Chief Planning Officer, Diageo India

"Learn how ideas get into people's heads, the role of culture and the method of outside-in thinking. A must-read for any marketer or market researcher." ― Ray Poynter, Founder and Chair, NewMR, and member of ESOMAR Council

Review

"An insightful and intuitive toolkit for a cultural edge in marketing." ― Holly Clancey, Brand Planning Director, Nike

"If your job title or description includes the words 'consumer' then this book is essential. An expert guide on decoding consumer signals for the non-expert." ― Jane Frost, CBE, Chief Executive, MRS

"A masterclass in the role of culture on consumer behaviour - describing how to decipher signs and codes to enable you to see connections and meaning that are invisible to others." ― Nick Harrington, Principal Scientist, Procter & Gamble

"'A priceless guide for marketers to make sense of the world that their consumers live in.'" ― Shelley Sengupta, VP and Chief Planning Officer, Diageo India

"Learn how ideas get into people's heads, the role of culture and the method of outside-in thinking. A must-read for any marketer or market researcher." ― Ray Poynter, Founder and Chair, NewMR, and member of ESOMAR Council

Product details

Publisher ‏ : ‎ Kogan Page; 1st edition (3 Mar. 2020)
Language ‏ : ‎ English
Paperback ‏ : ‎ 280 pages
ISBN-10 ‏ : ‎ 1789662079
ISBN-13 ‏ : ‎ 978-1789662078
Dimensions ‏ : ‎ 15.49 x 1.5 x 23.01 cm

Best Sellers Rank: 344,070 in Books (See Top 100 in Books)
- 155 in Sales & Marketing Research
- 187 in Market Research
- 1,365 in Brands & Corporate Identity

Customer reviews:
50 ratings

About the author

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Rachel Lawes

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If you go to market research conferences, we’ve probably met. I’m one of the earliest providers of British commercial semiotics, and a prolific writer and educator of marketers. My PhD is in social psychology, so I bring a unique perspective to semiotics, placing me at the exact intersection of psychology, linguistics and cultural studies.

Even though I’ve been suppying semiotics for over 20 years, I never stop being excited about what it can do. I use it to rejuvenate brands, innovate products and services and steer comms. I deliver research, insights and strategic guidance to brand owners. I deliver training in advanced research methods for both client side and agency side users. I also supply consultancy services to ad agencies, design agencies and large branding agencies.

I have an extensive history of publishing and conference speaking. From time to time I work with universities because I love to teach.

Customer reviews

5 star		79%
4 star		10%
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2 star		7%
1 star		5%

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P. Das

Finally a book that explains semiotics

Reviewed in the United Kingdom on 8 July 2020

Verified Purchase

I've been a quant market researcher for a long time now, but have always valued qualitative research and ethnography as techniques in their own right to solve clients' problems or indeed in combination with quant. What I struggled with was understanding what semiotics was even after reading other books and seeing conference papers.

This book uses practical example to explain semiotics in an understandable way. It won't make you a practitioner overnight, but it will set you on the right road and help you to spot when you should choose semiotics over other alternatives. The first part of chapter 10 is also just good advice on reporting for any market researcher

Helpful

ade webb

Clear, practical, engaging with impeccable research

Reviewed in the United Kingdom on 19 October 2020

Verified Purchase

Academically, my background is in Psychology and Philosophy, so semiotics is in my sweet spot but I have to say that The Use of Semiotics in Marketing is one of the best written and constructed business books I've ever read (and I've read a lot). I've recommended it and bought copies for others too. Dr Lawes does everything right here - academic rigour, engaging writing, clear examples, humour and clear summaries/exercises. This is a 'keep on the desk' book for any marketer keen to expand their capabilities.

One person found this helpful

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SYJ

An authentic book on Semiotics Marketing

Reviewed in the United Kingdom on 5 April 2020

Verified Purchase

Semiotics is often an under appreciated subject but has gained more attention over the past few years.

What this book really excels at is providing the reader theory and then putting it into use for yourself or your the company your work for.

It's comprehensive but not overwhelming. It's fascinating but to the point.

Having a background in Marketing Semiotics myself this book reignited my passion for this subject.

Personally the more we understand semiotics the better we can market products and services to everyone.

For newcomers it's best to embark on this journey now as more companies open their eyes to the boundless potential of semiotic marketing. And this book is right where you need to begin!

Helpful

Amazon Customer

A highly accessible and practical guide

Reviewed in the United Kingdom on 19 May 2020

Verified Purchase

Demystifies and simplifies semiotics to turn it from one of market researchers 'dark arts' to a highly practical and useful methodology. This is a proper step by step guide that will be especially useful for newcomers to the field who wish to use Semiotics in commercial research - Covering everything from including semiotics in proposals to designing projects to writing the analysis. A very accessible read. Love it.

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Thwarted floor sander

An excellent and practical book

Reviewed in the United Kingdom on 3 July 2020

Verified Purchase

An excellent and practical book. Fantastic explanation of semiotics with a how-to-do project, so you can practice. Dr Lawes demystifies Semiotics and draws you in with this easy-to-read guide and loads of real examples. You must buy THIS book on semiotics; absolutely the best and easiest route into semiotics.

Helpful

Amazon Customer

Worth the nine year wait!

Reviewed in the United Kingdom on 12 June 2020

I’ve been interested in semiotics in marketing since using a consultant on the topic in 2011. Since then, I’ve slowly built up my own knowledge in the area and this year set out to form it up properly. So searching for a title to read to do this - the timing must have been fate! I’d waited nine years and just as I decide to find out more, the best publication on the topic is released.

Not only is this easy to read and understand, it is a perfect balance between instruction and practice. Reading this book is like attending a masterclass in the topic.

I highly recommend this book and it was definitely worth waiting nine years for!

Helpful

Dominika

A great introduction to the semiotic methodology

Reviewed in the United Kingdom on 26 April 2020

I'm an applied semiotician myself and so always keen to read new books on the subject. Rachel has managed something that is still quite rare in the industry. Starting from the assumption that anyone can (and should) be a semiotician, she's translated the jargon into approachable language. Not stopping there, she's then gone on to patiently walk the reader through an entire project cycle and numerous case studies, making a very clear case of why marketers should care in the first place.

As a self-taught practitioner, this book was a really useful confirmation of my existing knowledge, while still teaching me a few new tricks. It would have been invaluable at the beginning of my career when I was still learning the ropes. If you're even remotely interested in the topic, do not hesitate to choose this title.

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Elizabeth Montgomery

Excellent practical guide to semiotics

Reviewed in the United Kingdom on 31 March 2020

Often in the past I have been told that I should not attempt to deploy semiotics myself. This book debunks that myth and makes this discipline accessible to marketer and market researcher alike. It is empowering and practical, and I will be referring back to it regularly. It is also immensely readable; I have seen Rachel speak at events and conferences and her enthusiasm for the subject has translated to the page.

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