If you work in marketing or market research, or if any aspect of your job involves understanding consumers, there’s never been a better time to get into semiotics. Brands around the world are rapidly taking it up. It strengthens brand communications, guides design and ensures that everything is pitch-perfect for global and local markets. It bridges the gap between culture and psychology, giving a clear view of how the deepest emotions and needs of the individual are connected to national tastes, politics and changing social trends. It’s also unique in being the only market research method which is expressly designed to unlock the meaning of visual images. Until now, the only barrier for would-be users and practitioners was that semiotics was considered hard to access and rather academic. All that has changed with the publication of ‘Using Semiotics in Marketing: How to achieve consumer insight for brand growth and profits’. Described by reviewers as “immensely readable”, “crystal clear” and “generous” in sharing the author’s 20 years of commercial experience, ‘Using Semiotics’ is the first book to offer a complete step-by-step course for marketers that takes away the barriers to entry and empowers everyone to conduct their own research and find original insights for brands. No previous experience or training is required and readers who follow all the steps have a completed, publishable project by the end of the book. Dr Rachel Lawes is the author of ‘Using Semiotics in Marketing’ and is conducting the read-a-long with Ray Poynter, a luminary of British market research, who read the book together over a handful of episodes. Everyone is invited to join us and is guaranteed to look at the world differently by the end. Semiotics will permanently change the way you think about marketing, brands and consumers and eventually it will change the way you think about your own culture and your own life. **Timetable** - COMPLETED EVENT - 23 April, Presentation by Dr Rachel Lawes on semiotics, what it is it, why you might be interested in it, and what will the book help you achieve? - COMPLETED EVENT - 21 May, Review of chapters 1-3, questions and comments from readers - COMPLETED EVENT - 11 June, Review of chapters 4-6, questions and comments from readers - COMPLETED EVENT - 2 July, Review of chapters 7-9, questions and comments from readers - COMPLETED EVENT - 23 July, Review of chapters 10-12, questions and comments from readers ‘Using Semiotics in Marketing’ is available in e-form, paperback and hardback from Kogan Page, Amazon and other retailers.

1. USING SEMIOTICS IN MARKETING
READ-ALONG PART 4: CHAPTERS 10-12
DR RACHEL LAWES
23 JULY 2020

2. • How to share semiotic findings
• The future of semiotics
• Continuing self-education publish!

3. business partnership:
Starbucks & Taobao

4. 1. prepare a report or presentation
2. how will you engage with the
future of semiotics?
3. identify your research interests
Photo by Riccardo Annandale on Unsplash

5. STAY FOCUSED ON YOUR
CLIENT’S BUSINESS OBJECTIVES
Photo by Razvan Chisu on Unsplash

6. Pro tip: if a semiotic code (such as
superheroes) visibly shows up in a category
(such as footwear), it is because the code
serves a purpose for consumers.
Identifying the function of codes enables
you to explain what you see, and not
merely describe it.
Sharing the findings of
semiotic research
Photo by Gemma Evans on Unsplash

7. no
Sharing the findings of semiotic research
yes

8. Pro tip: Semiotics is changing because it becomes
more international as it grows.
India, China and many other countries have ways of
thinking about semiotic method which are suited to
their own culture and do not straightforwardly
follow Western semiotics.
These developments benefit everyone.
The future of
semiotics
Photo by Jess Bailey on Unsplash

9. ccccccccccccc
The future of semiotics
Western
上
下

10. FINDING YOUR RESEARCH INTERESTS

13. let’s discuss!
Dr Rachel Lawes Ray Poynter

14. Sponsors
Gold
Silver
The Festival of NewMR, March 2020