Marketing Semiotics: Signs, Strategies, and Brand Value

Citation

Conejo, F. (2013), "Marketing Semiotics: Signs, Strategies, and Brand Value", Journal of Consumer Marketing, Vol. 30 No. 4, pp. 384-385. https://doi.org/10.1108/JCM-03-2013-0531

The value of semiotics is often underestimated. Being a somewhat esoteric field, companies might rather allocate resources to more tangible pursuits like product development or distribution. If done at all, semiotic research is usually commissioned after strategies have been developed, to adjust already planned communications.

But this approach limits firms' competitiveness. Brands have come to occupy the central position in marketing. Not only are they the main source of differentiation and customer engagement, but brands also integrate all marketing mix elements into a coherent whole. And since brands are essentially sign systems, deriving their value from the meaning they convey, semiotic research should instead be the foundation for the strategic planning process. As Marketing Semiotics author Laura Oswald indicates:

… brand meaning is not merely a value added. It is the condition of possibility for creating brand value. Therefore, managing brand equity demands first and foremost managing brand meanings or semiotics.

In this book I introduce the reader to semiotics, a social science discipline that extends the laws of structural linguistics to the analysis of verbal, visual and spatial sign systems. I demonstrate the application of semiotics to marketing by presenting a step‐by‐step methodology for organizing and focusing meanings associated with the brand, the consumer, and the culture in order to achieve strategic goals. (p.1)

Marketing Semiotics thus provides actionable direction in regards to brand meaning given today's rapid technological and cultural change. The book is the result of author Oswald's 20‐plus years of academic and corporate consulting experience (Coca Cola and McDonalds, among others). Her semiotic research is based on Saussure's structuralist tradition. According to it, meaning, hence brands, are basically cultural constructions. Even though they are subject to idiosyncratic interpretation, they are still codified by convention. But it is the structuralist assumption of meaning's dialectic organization into binary pairs that allows it to be effectively applied to marketing: Verbal, visual, and spatial sign systems are first identified. Their analysis then reveals relevant semiotic spaces to be used for segmentation and differentiation. By aligning brand meanings with consumers' personal, social, and cultural requirements, brands can be extended, refocused and even complexly repositioned much more effectively. And this gives companies a competitive advantage.

Marketing Semiotics is structured into seven chapters. Its first one, Semiotics in the World of Goods, provides an overview of structural semiotics in relation to contemporary symbolic consumption. Chapter 2, Marketing Semiotics, starts applying structural semiotics concepts in the context of brand identity and positioning. Chapter 3, Mining the Consumer Brandscape, further applies these concepts according to evolving consumer needs across time. Chapter 4, Brand Discourse, addresses the different levels of brand subtexts at a given point in time, and applies them for brand positioning purposes. Chapter 5, Mining the Multicultural Brandscape, shows how to improve brand relevance through ethnic and cultural adaptation. Chapter 6, The Semiotics of Consumer Space, looks at how consumers use physical space, from homes to branded retail sites, to create meaning for themselves and others. Chapter 7, New Directions in Marketing Semiotics, winds down the book by suggesting future research areas, such as in Internet marketing and global brand strategy.

Book chapters follow the same general structure: Each starts by presenting a marketing problem and then explaining how it fundamentally relates to meaning. Semiotic theory pertaining to the problem is then reviewed. Finally, a detailed case study, taken from the author's consulting clients, illustrates how to effectively apply said theory to resolve the initial problem. In addition to the above structure, all chapters have graphs, tables and images that better explain the points being made. Particularly useful are the graphic tools offered, e.g. the Semiotic Squares and Binary Positioning Maps, which help apply theory more effectively.

The book ends with a comprehensive section on References, and an Index, which allow readers to conveniently find sources/topics. Acknowledgements, a List of Figures, and a List of Tables are at the beginning of the book, before the Introduction.

Two main characteristics set Marketing Semiotics apart: From a content perspective, most other books focus excessively on semiotic theory while neglecting the marketing aspect. The few that do acknowledge the latter overemphasize the mechanics of marketing communications, and of advertising in particular. In contrast, Marketing Semiotics discusses meaning production in the context of consumer culture. By merging semiotic notions with the ideas of Belk, Holt, and Sherry, among others, an interesting and relevant theoretical framework is achieved. And unlike other books, meaning production is extended to the brand level, encompassing all consumer touch points, not just only marketing communications.

A second, and probably more important difference, is the practical nature of this book. Instead of dwelling on the theoretical, Marketing Semiotics actually explains how to apply semiotic concepts in a competitive environment. Through multiple real‐world case studies the book provides detailed methodologies and analytical frameworks which readers can then adapt to their own particular circumstances. But beyond applying semiotics to the marketing context, this book provides a wealth of insights into industries, companies, and consumers. Particularly fascinating are the latter, which cover the emergent and recessive meanings of, for instance, retiring Baby Boomers, African‐ American truck drivers, chronic pain sufferers, and Chinese luxury goods consumers.

Marketing Semiotics should enjoy a broad appeal. While some academics might desire more theoretical depth, the book is rigorous enough to stand on its own. The insights offered are bound to interest, particularly the case studies describing theoretical application. However, it is practitioners who might find this book most useful. Marketing Semiotics' is concise and to the point. Its style is understandable and fluid. But most appealing is the book's practical orientation. Its detailed examples explain why, when, and how semiotic research should be applied. Because of the above, Marketing Semiotics should also be of value to marketing students. The book might be a little short and focused to be used on its own. But it is an ideal complement for another, more general text (or collection of articles) which address a broad range of semiotic or branding issues.

In sum, Marketing Semiotics is a solid, well‐balanced book. It reconciles semiotics and marketing, theory and practice, and is concise yet thorough, all of this while being understandable and engaging. It is certainly worthwhile and highly recommended.