When you want your product or service to connect the market territories and cultural relevance; you have to explore creative and strategic ideas. For that, your brand narratives should have cultural relevance in the target market which allows the business semiotics to go for the market research of new products. In simple words, semiotics for business is defined as the language of sign, symbols and narratives that adds on to the meaning of cultural and visual context which aids in sharpening the brand strategy and brand development.
The intangible elements for the marketing strategies of the product and industry are now becoming the tangible elements. The whole concept of shifting the perspective from tangible (products and services) to intangible (signs and meanings) elements is one of the fundamental changes for the marketing of new products.
No business in the market works in isolation. Every business lives in a broader context: it is surrounded by competitors, communication discourse and local forms of expressions. In larger sense, the business is surrounded by global market which involves globalized form of communication, its values and culture. This is where semiotics for marketing and their consultants come in the picture. A consultant uses the techniques of research and analysis about the customers’ culture and business surroundings to get an accurate outcome of how to portray the upcoming products as per the consumer perceptions.
Leapfrog Strategy Consulting is one of the India’s leading semiotics consultants. It looks at the three most fundamental contexts associated with a product that helps a brand to easily penetrate into the market and capture their niche and they are:
1. Brand context: It is the symbolic layer that is closely
associated with the brand. It not only takes brand into consideration but also
the layers of meanings associated with the brand and its core assets. Here,
Leapfrog tracks the organizational codes of the brand that would substantially remain
hidden but would be clearly defined by putting the brand in the immediate
context of its communication, consumer perception and creative visuals. Through
this, it is easy to explore the dominant brand codes, evolving trends in the market,
creative and predictable storytelling, the brand’s tonality and tone of voice.
2. Category context: This is defined as the layer that encompasses not only the brand, its communication and other marketing activities, but also takes into the account the workings of the competitors which helps in creating a system of expression, values, message and communication. Together it helps to define the look and feel of the market category that’s acceptable by consumers’ perception. The category context overview helps to ensure a competitive distinctiveness of the brand within a particular market category.
3. Cultural Context: The third most fundamental context
of the brand is the cultural context. Here the exploration of the culture,
current dynamics, dominant codes, new emerging trends and residual narratives
is taken into consideration which helps in conceptualization of the symbolic
trajectory. There’s a complete analysis in which the culture evolves, moves and
gains its momentum across different regional markets at a different pace in
time. It helps to strengthen the cultural relevance of the brand.
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