These codes, around which we structure our environments and our minds, act as classification systems that shape the way we act and engage with each other and the world around us. Some are complex, some simple, based on what is valued or has meaning in each individual cultural context.
The most well-known example is that of Inuit culture; where they see 32 different things, we might just see snow. Others examples include the fact that German children grow up with spine-chilling tales of dragons who eat maidens and are slain by brave heroes, while Chinese children revere these mystical creatures as harbingers of good luck and good fortune. In many African cultures, children are taught that it is impolite and a sign of disrespect to look someone in the eyes while speaking to them; yet the exact opposite is taught to children in more Eurocentric cultures.
It's therefore logical to conclude that there is real and actionable potential for semiotics in today's world as a commercial tool for unlocking brand growth.
Commercial semiotics specifically assists brand development on two levels. The first is to identify ways for a brand to communicate more clearly with consumers by learning their cultural language. The second is to determine where a product category or market might be evolving in the search for new positioning territories or innovation.
The first level speaks for itself. Any global brand knows that you have to make sure you understand a culture fully before making big decisions. Heineken's red star, for example, could evoke a very different response from consumers in Angola or China than in Europe. A semiotic checklist can help you be sure that your brand isn't saying ‘green for go' while subconsciously showing a red light.
The second level is where it all gets really exciting. True cultural fluency gained through targeted semiotics means a brand can be ahead of culture and even play a role in crafting it, rather than trail behind it in a constant game of catch up. Think about how Coca-Cola famously influenced the colour of Christmas when they put Santa Claus in a bright red suit.
Semiotics, therefore, can help you understand what a brand stands for and whether it is a leader or a follower in its market.
In The Encyclopaedia of Brands & Branding in South Africa 2008, I investigate the commercial applications of visual language and culture, and provide several examples to demonstrate precisely where and how semioticians have assisted brands favourably position themselves.
In an increasingly global landscape, semiotics can help brands prevent cultural faux pas that can be irreparably damaging in new markets.
It can also help to make a brand's touch point communication more profoundly relevant, providing the means to develop strategic devices; for example, detailed packaging or communications briefs to deliver on consumers' desires. It delivers insights that can be used to crack and then in turn, craft brand communication codes that break through the cluttered and jaded world of consumers so that a brand literally speaks to them. Hopefully in a way that says, “Buy me!”
