semiotic research tools
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Semiotic research tools
THE BRAND AS SEMIOTIC SUBJECT
RESEARCH OPPORTUNITIES
WHAT IS SEMIOTICS 1
2
3
CASE HISTORIES 4
Index
2
BIBLIOGRAPHY
5
6
USAGE INSTRUCTIONS
1. What is semiotics
Ø SEMIOTICS IS NOT THE SCIENCE OF SIGNS, BUT A DISCIPLINE EXPLORING SIGNIFYING RELATIONS
Ø FROM THE SMALLEST TO THE MOST COMPLEX ONE, EACH FORM OF DISCURSIVE PRODUCTION IS CONSIDERED A “TEXT”
Ø ITS ANALYSIS IS BASED ON A UNIVERSAL GRID, I.E. IT CAN BE APPLIED TO EACH KIND OF TEXT
Ø IT ANALYSES “TEXTS” AS ORGANISMS, IMPLYING CONSEQUENCES OF THEIR OWN SIGNIFYING EFFECTS
3
Ø THE ANALYSIS OF CODES HAS BEEN OUTDONE BY THE ANALYSIS OF SIGNIFYING RELATIONS, DOSAGES AND RELATIONS AMONG THE CODES THEMSELVES
Ø THE SUPERFICIAL EXPRESSION OF THEMES AND FIGURES – ORIENTED TOWARDS A GRADUALLY OPPOSING DIRECTION BETWEEN ABSTRACTION AND IMAGERY – IS SET BY ENUNCIATING PROCEDURES
Ø THE RECEIVER BUILT BY THIS (POLEMIC / CONSENSUAL) RELATION MUST BE RELATED TO ITS RECEIVING TARGET
Ø THE (OBJECTIFYING/ SUBJECTIFYING) STATEMENT DEFINES THE PROPOSED RELATION MODE
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1. What is semiotics
MANIFESTATION
EIDETIC, GRAPHICAL, VERBAL, CHROMATIC, STYLE CODES, ETC.
DISCURSIVITY
TOPICS, TONE OF VOICE, OUTLINED RECEIVER ETC.
NARRATIVITY
ARGUMENTATION, LOGICAL RELATION AMONG ACTIONS,
BRAND AND PRODUCT ROLES, ETC.
VALUES
BASIC AND USAGE VALUES
THE ANALYTIC ROUTE
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1. What is semiotics
MAPPING
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CLASSICISM! LUXURY !
DAY BY DAY! ECCENTRICITY!
X PRACTICAL VALUES
Y UTOPIAN VALUES
NON X PLAYFUL VALUES
NON Y CRITICAL VALUES
simplicity linearity continuity
uniqueness recognizability
preciousness
accessibility understatement immediacy
specificity trend
outstanding
LOW PROFILE
HIGH PROFILE
HIGH PRICE
LOW PRICE
1. What is semiotics
THE BRAND AS SEMIOTIC SUBJECT
RESEARCH OPPORTUNITIES
WHAT IS SEMIOTICS 1
2
3
CASE HISTORIES 4
Index
7
BIBLIOGRAPHY
5
6
USAGE INSTRUCTIONS
2. The brand as semiotic subject
BRAND AS SUBJECT OF THE INTEGRATED VALUE
Ø HERITAGE
Ø NAME
Ø IDENTITY
Ø TERRITORY
Ø RELATION
Ø COMPETITIVE CONTEXT
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DIFFERENCE, PERTINENCE, RELEVANCE
Ø GLOBAL/ LOCAL BRANDS
Ø BRAND AND TIME / SPACE
Ø BRAND AND SOCIETY
Ø BRAND AND COMMON IMAGINATION
Ø IDENTIFICATION, ATTRIBUTION, MEMORABILITY
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2. The brand as semiotic subject
BRAND DISCOURSE: MIX LEVERS
Ø BRAND AND PRODUCT
Ø BRAND AND BRANDING
Ø BRAND AND ADVERTISING
Ø BRAND AND PACK
Ø BRAND AND DISTRIBUTION
Ø BRAND AND RELATION
Ø BRAND AND TREND
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2. The brand as semiotic subject
THE RELATION WITH THE TARGET
Ø IDEAL RECEIVER
Ø COMMUNICATION TARGET, SALE TARGET
Ø INNOVATION AREA
Ø REAL AND VIRTUAL
Ø TRUSTWORTHINESS
Ø SERVICES
Ø VALUES
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2. The brand as semiotic subject
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BRAND MANAGEMENT IS A CONTINUOUS PROCESS
THE BRAND IDENTITY IS A RELATION PROPOSAL
THE BRAND STORYTELLING IS NOT (ONLY) A STORY
IN BRIEF:
THE BRAND IS A SYSTEM PRODUCING MEANING
2. The brand as semiotic subject
THE BRAND AS SEMIOTIC SUBJECT
RESEARCH OPPORTUNITIES
WHAT IS SEMIOTICS 1
2
3
CASE HISTORIES 4
Index
13
BIBLIOGRAPHY
5
6
USAGE INSTRUCTIONS
3. The research opportunities
Ø THE SEMIOTIC APPLICATION RESORTS TO THE COMBINATION OF DESK ANALYSES AND FIELD SURVEYS TO VERIFY THE MEANING EFFECTS AND THEIR ACCEPTANCE
Ø THE SEMIOTIC ANALYSIS GRID – GENERATIVE ROUTE – IDENTIFIES POSITIVE AND NEGATIVE MEANING EFFECTS OF A DISCOURSE
Ø THE PROCEDURE STARTS FROM CODES TO PERCEPTION AND BACK ---> SUITABLE FOR OPTIMIZATION, VALIDATION, FORECASTING ACTIONS
Ø DECODING IS DEVELOPED ON FOUR LEVELS, FROM THE MOST CONCRETE TO THE MOST ABSTRACT ONE, THE SAME WAY FOR EACH DIFFERENT TYPE OF SUPPORT
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3. The research opportunities
A TWO-STEP DYNAMIC
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objective emission reception
DESK FIELD
3. The research opportunities
Ø CREATION / VALIDATION OF NEW PRODUCT AND
COMMUNICATION CONCEPTS
Ø POSITIONING AND RE-POSITIONING OF A
BRAND / A NEWSPAPER / A POLITICAL FIGURE
Ø OPTIMIZATION OF THE MIX ELEMENTS (NAMING,
ADV, PACK , LOGO, POS, WEBSITE, ETC.)
Ø FINE TUNING OF CORPORATE, BRAND AND
PRODUCT IMAGES
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E.G.: CONCEPT TEST
3. The research opportunities
SEARCH! IMAGINATION!
LOCALISM! ICONISM!
X PRACTICAL VALUES
Y UTOPIAN VALUES
NON X PLAYFUL VALUES
NON Y CRITICAL VALUES
MATERIALISM ABSTRACTION
PROJECTION
ASSURANCE
Wine Spectator
La Cucina italiana Gourmet Gault Millau
Viaggi e sapori Verde oggi
Dove
Gastronomade
Gambero Rosso Viaggi del gusto DRIVE
Practical + utopian values
New concept
E.G.: ADV POSITIONING
3. The research opportunities
RENEWAL Practical values
HISTORICITY Utopian values
EXCLUSIVITY Playful values
EFFICIENCY Critical values
OPPORTUNITY EXCELLENCE
GUARANTEE
RELATION
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C.Network
D. Istituzionale
A.Millemiglia B.Milano-Roma
E.G: PACK TEST
3. The research opportunities
PROFESSIONAL EFFICACY Practical values
FEMALE RELEVANCE Utopian values
COSMECEUTICAL NESS Playful values
PHARMACEUTICALNESS Critical values
PHYSICIAN RECEIVER
WOMAN RECEIVER
MEDICAL SPECIFICITY
PARAMEDICAL GENERALITY
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Constructed positioning
Perceived positioning
Younger
Older
E.G.: RETAIL ASSESSMENT
3. The research opportunities
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E!
B!
D! D!
A!
B!
C!• A = INCEPTIVE FOCUS
(ENTRANCE)
• B = OPENING / CHOICE SPACE (EXHIBITION)
• C = CLOSURE / CHOICE EQUIVALENCE (TRANSITION)
• D = TERMINATIVE FOCUS (TRIAL)
• E = PLACE FOR LATERALIZED SANCTION (CHECK OUT)
ES: BRAND EVOLUTION
3. The research opportunities
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DOING!
BEING!
NOT SHARING!
BORDERING!
INTIMACY!
CROSSOVER!IRONY!
ACCIDENTALITY!
PROVOCAZIONE! DIVERGENZA!
ALIENATION!
INCONVENIENCE!
UNIQUENESS!
FRAGMENTATION!
EXHIBITIONISM!NOT BELONGING!
ECLECTIC!
YOUNIQUE!
ROMANCE!
HAPPY FLEXY!IMAGINA!
THE BRAND AS SEMIOTIC SUBJECT
THE RESEARCH OPPORTUNITIES
WHAT IS SEMIOTICS 1
2
3
CASE HISTORIES 4
Index
22
BIBLIOGRAPHY
5
6
USAGE INSTRUCTION
Ø CONCEPT TEST
Ø DESIGN TEST
Ø STORE CHECK
Ø MEDIA MARKETING & PLANNING
Ø WEB SITE EVALUATION
Ø NAME TEST
Ø COPY TEST
Ø PACK TEST
Ø LOGO ASSESSMENT
Ø SCENARIO ANALYSIS
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4. Case Histories
* NB: for confidentiality reasons, all indicated cases are not recent and often already published
• A/ IDENTIFICATION OF A NEW DISTINCTIVE CONCEPT
• B/ ASSESSMENT OF THE GIVEN CONCEPT VALIDITY
METHODOLOGY
• IDENTIFICATION OF THE MEANING ROUTES INCLUDED IN THE CONCEPT AND THEIR POSSIBLE EXTENSIONS (DESK)
• RECORDING THE COMMUNICATION DIFFERENTIAL PERCEIVED BY CONSUMERS (FIELD) AMONG THE ALTERNATIVE CONCEPTS
OUTPUT • CHOICE OF THE BEST CONCEPT ACCORDING TO - ECONOMIC SCENARIO - MARKET SITUATION - POSITIONING OBJECTIVES
OBJECTIVES
CONCEPT AS A MEANING UNIT
4.1 Concept test
• POTENTIALS / ACCEPTABILITY OF LONG-LIFE ORGANIC MILK
• IDENTIFICATION OF THE OPTIMAL CONCEPT POSITIONING
METHODOLOGY
• ANALYSIS OF THE ORGANIC CATEGORY TREND (DESK) • ANALYSIS OF THE COMPETITORS’ REFERENCE CODES
(DESK) • ANTHROPOLOGICAL INTERVIEWS ON PERCEPTION OF
ORGANIC FOOD • FOCUS GROUP ON THE IDENTIFIED ALTERNATIVE
CONCEPTS
OUTPUT
• DYNAMICS CONCERNING THE ORGANIC CATEGORY TREND
• CLARIFICATION OF THE ORGANIC /LONG-LIFE MILK CODES
• CONCEPT STRUCTURING
OBJECTIVES
CANDIA ORGANIC MILK
4.1 Concept test/case history
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AWARE
CONTEMPORARY
NOSTALGIC
PLAYFUL
POSI
TIV
E TH
INK
ING
MA
GIC
THIN
KIN
G
GRAN BIO “Purezza”
GRAN BIO “Ricchezza”
Prima Natura Bio
Bio Lactis Fior di Bio
Natura Plus
Coop
Centrale di Brescia Esselunga Bio
CANDIA ORGANIC MILK
4.1 Concept test/case history
• A/ CREATION OF A NEW PRODUCT DESIGN • B/ ASSESSMENT OF ALTERNATIVE MOCK-UPS • C/ ARRANGEMENT OF THE ITEM DESIGN AND OTHER
ELEMENTS OF THE COMMUNICATION MIX • D/ RENEWAL OF AN ESTABLISHED PRODUCT DESIGN
METHODOLOGY • EVALUATION OF THE FORMS “STORYTELLING” • RELATION BETWEEN PLASTIC CATEGORIES AND
MEANING EFFECTS
OUTPUT • OPTIMIZATION OF THE COMMUNICATION WORK OF THE ITEM
OBJECTIVES
DESIGN IS CONSIDERED AS THE FORM TO BE ACCOUNTABLE FOR THE RELATION TYPE PROPOSED TO THE TARGET
4.2 Design test
• ASSESSMENT OF THE NEW PRINTER DISTINCTIVE FEATURES • EVALUATION OF THE RELATION PROPOSED TO THE TARGET • RELATION OF THE NEW DESIGN WITH PRODUCT AND
BRAND IMAGES
METHODOLOGY • DESK ANALYSIS OF THE MOCK UP + PREVIOUS PRINTERS (SAME BRAND) + COMPETITOR
OUTPUT
• MANAGEMENT OF THE SHIFTING TO THE NEW RANGE: REDUCTION OF THE (TOO CLEAR) GAP BETWEEN A RATIONAL /ANALYTICAL STYLE TO A PASSIONATE/ CONCISE ONE
• SPECIFIC RECOMMENDATIONS ABOUT THE REVISION TO THE MIX BALANCE.
OBJECTIVES
OLIVETTI PRINTER
4.2 Design test/case history
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4.2 Design test/case history
OLIVETTI PRINTER
• A/ SUPPORTING THE NEW POS DESIGNING • B/ EVALUATION OF THE CONSISTENCY BETWEEN THE
SPACE AND THE BRAND MIX • C/ EVALUATION OF THE SPACE COMMUNICATION
EFFICACY • D/ ASSESSMENT OF THE COMPATIBILITY OF THE MULTI
BRAND CORNER/LINEAR SPACE • E/ OPTIMIZATION OF THE ARRANGEMENT ITSELF
METHODOLOGY • ANALYSIS OF THE SPACE (DESK) • OBSERVATION OF THE INDIVIDUALS’ MOVEMENT
WITHIN THE TESTED AREA + ANTHROPOLOGICAL INTERVIEWS (FIELD)
OUTPUT • QUALITATIVE OPTIMIZATION OF THE SALE SPACE
OBJECTIVES
• POS AS DISCOURSE BUILT ON DIFFERENT CODES • POS AS LOCATION COMMUNICATING TO ALL FIVE SENSES
4.3 Store check
• EVALUATION OF THE COEXISTENCE OF A JEWELRY CORNER WITH A (WOMEN APPAREL) AREA OF A DEPARTMENT STORE
• ASSESSMENT OF THE SPACE FUNCTIONING AND ITS CONSISTENCY WITH THE BRAND
METHODOLOGY • SPACE CODE ANALYSIS • OBSERVATION OF THE ROUTES AND ASSESSMENT OF
LIKING / BARRIERS TO THE CORNER
OUTPUT • CORRECTION OF THE IDENTIFIED DISCONTINUITY
BETWEEN THE PRIVATE BRAND SPACE AND THE DEPARTMENT STORE PUBLIC ONE
OBJECTIVES
SPAZIO KIARA/COIN
4.3 Store check/case history
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SPAZIO KIARA/COIN
4.3 Point of sale verification /case history
METHODOLOGY
OUTPUT
OBJECTIVES
• KEY ROLE OF THE ACTIVATED “READING CONTRACT” • MEDIA AS PLACE FOR THE VEHICLE / ADS RELATION
4.4 Media marketing&planning
• A/ LAUNCH/ ASSESSMENT OF A MEDIA PRODUCT • B/ VERIFICATION OF THE COMPATIBILITY BETWEEN THE
RELATION PROPOSED BY THE VEHICLE AND BY THE ADVERTISING CAMPAIGN AND THE RECEIVERS’ EXPECTATIONS
• C/ EVALUATION OF THE MUTUAL INFLUENCES BETWEEN ADS AND THE VEHICLE CONTENTS
• ANALYSIS OF THE ACTIVATED READING “CONTRACT” (DESK)
• ANALYSIS OF THE RECEPTION MODES (FIELD)
• A/ DEFINITION OF THE POSITIONING SPACE FOR A NEW SUPPORT
• B/C/ QUALITATIVE OPTIMIZATION OF THE SUPPORT/ THE BRAND WORK VIS-À-VIS TO THE CONTENTS/ ADS
• ASSESSMENT OF THE INFORMATION / SHOWS • SURVEY ON THE PROGRAMS MODERATION MODES • EXPLORATION OF THE AUDIENCE RECEPTION MODES
METHODOLOGY
• ANALYSIS OF 11 MAIN PROGRAMS WITHIN THE SPORT CATEGORY (DESK)
• ANALYSIS OF THE “L’APPELLO DEL MARTEDÌ” AND ITS MODERATION MODES (DESK)
• EVALUATION OF THE PRIORITIES EXPRESSED BY THE AUDIENCE VS. THE DIFFERENT CATEGORY ELEMENT (FIELD)
OUTPUT • DEFINITION OF THE WINNING SHOWS • CORRECTION OF THE SPEECH STYLES NOT SUITABLE
FOR THE TARGET
OBJECTIVES
MEDIASET
4.4 Media marketing&planning/case history
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PEDAGOGICAL STYLE
INFORMAL STYLE
INFORMATIVE STYLE
COMPLICIT STYLE
Quelli che il calcio
90°minuto Galagoal Mai dire goal
Domenica Sportiva
Domenica Sprint
L’appello del Martedì Processo del lunedì
MEDIASET
4.4 Media marketing&planning/case history
• A/ SUPPORT TO THE CREATION OF WEBSITES • B/ IMPLEMENTATION OF THE WEBSITE DISTINCTIVENESS • C/ WEB USABILITY • D/ CONSISTENCY OF THE WEBSITE WITH THE MIX
METHODOLOGY • ANALYSIS OF THE COMBINED WORK OF THE DIFFERENT
CODES, THE INTERACTIVE MOMENTS AND THE RECORDING OF THE CONVEYED VALUES (DESK)
• WEB WORKSHOP (FIELD)
OUTPUT
• INDICATION OF THE MOST APPROPRIATE MIX OF SOUND, VISUAL, VERBAL , DYNAMIC, PROXEMIC AND INTERACTIVE CODES TO TRANSLATE AT BEST THE STRATEGIC OBJECTIVES
• USABILITY OPTIMIZATION
OBJECTIVES
NEW MEDIA AS VEHICLES TO DISCOURSES SUPPORTED BY THE USAGE OF INTERACTIVE AND DYNAMIC CODES
4.5 Web site evaluation
• CLARIFICATION OF THE READING ROUTE BUILT FOR USERS
• ASSESSMENT OF THE LIKING, THE CONSTRUCTED RELATION, THE OVERALL ERGONOMICS, THE EFFECTIVE ROUTES
METHODOLOGY • ANALYSIS OF THE COMMUNICATIVE FUNCTIONING OF
THE WEBSITE ACCORDING TO THE USED CODES (DESK)
• WEB WORKSHOP (FIELD)
OUTPUT • OPERATIONAL RECOMMENDATIONS ABOUT
INTERFACE AND ERGONOMIC / FUNCTIONAL ASPECTS
OBJECTIVES
4.5 Web site evaluation/case history
GAME ON (E-biscom)
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4.5 Web site evaluation/case history
GAME ON (E-biscom)
• A/ CREATIVE NAME TEST • B/ EVALUATION NAME TEST
METHODOLOGY
• OPENING OF THE CONCEPT SEMANTIC AXES • IDENTIFICATION OF DENOTATIONS AND
CONNOTATIONS • BROADENED CREATION
------ • ANALYSIS OF THE MEANING ROUTE OF THE
ALTERNATIVE CHOICES • EVALUATION OF THE RELEVANCE TO THE
POSITIONING
OUTPUT • OPTIMIZATION OF THE CREATIVE CHOICE
OBJECTIVE
• THE NAME RECALLS THE BRAND VALUE AND DETERMINES ITS ROLE • IT ESTABLISHES THE RELATION WITH THE RECEIVER
4.6 Name test
• RE-POSITIONING OF A “SPECIALTY SIZING” BRAND (GRUPPO MASKA)- TOWARDS A DEFINITION SOUNDING MORE SENSITIVE TO “FASHION” PRODUCTS
• REASSURE AND VALORIZE THE RECEIVER
METHODOLOGY
• IDENTIFICATION AND EXTENSION OF THE SEMANTIC AXES RELATED TO THE POSITIONING CONCEPT
• EXTENSION OF THE DENOTATIVE AND CONNOTATIVE ROUTES AND BROADENED CREATIVITY
• STRUCTURING THE CREATED NAMES ACCORDING TO THE DIFFERENT RELEVANCE AREAS IN RELATIONSHIP WITH THE NEW POSITIONING
OUTPUT • CHOICE OF A NARROW RANGE OF NAMES TO BE TESTED IN FIELDWORK
OBJECTIVE
GRUPPO MASKA (CREATIVE NAME TEST)
4.6 Name test/case history
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4.6 Name test/case history
GRUPPO MASKA/AREE NAMING
Ø EMOTIONALITY • Senso • Rendez – vous • Melodie
Ø QUALIFICATION • Allure • Profilo • Contemporary
Ø TEMPERAMENT-ALITY
• Mania • Verve • Mood
Ø EMBODIMENT • Desirée • Manon • Gala
• CHOICE AMONG ALTERNATIVE CREATIVE ROUTES
• ASSESSMENT OF THE UNDERSTANDABILITY OF THE SIGNIFYING SYSTEMS USED
METHODOLOGY
• SCREENING OF THE COMPETITIVE PANORAMA • ANALYSIS OF THE RELATION BETWEEN CODES AND
LOGICAL FUNCTIONING OF THE DISCOURSE • EVALUATION OF THE MEANING ROUTE OF THE
COMMERCIAL
OUTPUT • OPTIMIZATION OF THE COMMUNICATION • EVALUATION AND VERIFICATION OF THE EFFICACY • SELECTION OF THE OPTIMAL CREATIVE ROUTES
OBJECTIVE
• ADVERTISING AS RELATION BETWEEN CODES AND VALUES
• ADVERTISING AS STORYTELLING AND DISCOURSE
4.7 Copy test
• TARGET/ BRAND APPROACH
METHODOLOGY
• IDENTIFICATION OF THE RELEVANT FEATURES OF THE MESSAGE AT DIFFERENT LEVELS (CODES, DISCOURSE, NARRATIVITY, VALUES)
• IDENTIFICATION OF THE TONE OF VOICE (→ COLDNESS AND DREAM INACCESSIBILITY)
• IDENTIFICATION OF THE POSITIONING (→ SURREALITY)
OUTPUT
• INTERVENTION ON THE TONE OF VOICE AND ON CODES, BUT PRESERVATION OF THE SURREAL POLE
→ VALORIZATION OF THE PRODUCT, OF THE BRAND
→ FURTHER EVALUATION AND INCLUSION OF THE RECEIVER
OBJECTIVE
BVLGARI PRINT CAMPAIGN
4.7 Copy test/case history
44
4.7 Copy test/case history
BVLGARI PRINT CAMPAIGN
• ORIENT THE CREATIVE STAGE (CHOICE AMONG THE MOCK-UPS)
• ADAPT THE COMMUNICATION TO THE EXISTING PRODUCT
• EVALUATE THE ACTUAL COMPETITIVENESS • IDENTIFY CONSISTENCY AND RELEVANCE AMONG
PACK AND BRAND AND MARKETING MIX
METHODOLOGY • ANALYSIS OF THE CODES IMPLIED IN THE PACKAGING • ANALYSIS OF THE RECORDED DIFFERENCES
COMBINATION MODES AND ARRANGEMENT OF THE MEANING
OUTPUT CHOICE OF THE OPTIMAL PACK ACCORDING TO THE COMMUNICATION EFFICACY
OBJECTIVE
THROUGH THE SIGNIFIER, THE PRODUCT SIGNIFIED IS CONVEYED
4.8 Pack test
• IDENTIFY THE CODES RELATED TO EACH VISIBLE BRAND IN VIEW OF THE LAUNCH OF THE NEW CAMEMBERT
METHODOLOGY
• ANALYSIS RELEVANT FEATURES ( →MATERIALS / LABEL / LETTERING / COPY / GRAPHICAL
SIGNS / COLORS) • EVALUATION OF SIMILARITIES AND DIFFERENCES • EVALUATION OF SYMBOLIC AND SEMIOTIC
FUNCTIONS
OUTPUT
IDENTIFICATION OF THE POSITIONING NEXT TO THE POLES:
• MODERNITY → PRESERVATION AND PORTABILITY
• TRADITION → OLD-SCHOOL MANUFACTURING
• ORIGINALITY → VALORIZATION OF THE DIFFERENCE/ NEWNESS
• SPECIALTY → COUNTRY CONNOTATION
OBJECTIVES
CAMEMBERT
4.8 Pack test/case history
47
4.8 Pack test/case history
CAMEMBERT
• EVALUATE RELEVANCE AND ALIGNMENT TO THE STRATEGY
• EVALUATE CONSISTENCY, DISTINCTIVENESS, MODERNITY
METHODOLOGY • ANALYSIS PER AREAS: → NAME / FORMAL STRUCTURE/ LETTERING/ COLORS • COMPARISON SURVEY OF THE COMPETITIVE
SCENARIO
OUTPUT • IDENTIFICATION OF THE CHANCES FOR THE CHOSEN
CODES • IMPROVEMENT OF THE COMMUNICATION EFFICACY
OBJECTIVES
LOGO AS COMBINATION OF EXPRESSIVE FEATURES SHOWING STABILITY AND DIFFERENCE
4.9 Assessment of the logo
• EVALUATE THE MODERNITY AND CONSISTENCY OF THE POSITIONING
METHODOLOGY
• IDENTIFICATION OF THE RELATIONS BETWEEN THE EXPRESSIVE AND SEMANTIC FEATURES
• IDENTIFICATION OF THE UNDERLYING DISCOURSE CONFIGURATIONS
OUTPUT • CONFIRMATION OF MODERNITY AND RELEVANCE OF
THE LOGO ACCORDING TO THE “IDEAL” RECEIVER AND ITS MARKET POSITIONING DISTINCTIVENESS
OBJECTIVES
MTV
4.9 Assessment of the logo/case history
50
4.9 Assessment of the logo/case history
MTV
• TRENDS QUALITATIVE FORECASTING • IDENTIFY NEW TREND INFLUENCE NICHES AND
POTENTIALS • KNOWLEDGE OF THE TREND DYNAMICS • SUPPORT CUSTOM-MADE RESEARCHES
METHODOLOGY • INTERNATIONAL CONTINUOUS MONITORING AND
YEARLY MAPPING • DECLINATION ON THE BASES OF CATEGORY AND
CUSTOM SCENARIOS
OUTPUT
• MANAGEMENT OF THE CATEGORY CODES AND COMMUNICATION INFLUENCES
• EVALUATION OF THE POSITIONING RELATION BETWEEN BRAND AND TREND
OBJECTIVES
SCENARIOS AS TRENDS OBSERVERS, SYSTEMS MADE OF PROPELLING VALUES AND STRATEGIC CONCEPTS
4.10 Scenario analysis
• IDENTIFY THE INVESTMENT OPPORTUNITY FOR THE BRAND PUPA – IN A NEW PERFUME RANGE – WITHIN THE SOCIAL TREND
METHODOLOGY
• SCENARIO ANALYSIS CONCERNING THE SOCIAL TREND (DESK)
• GROUP DISCUSSIONS TO VERIFY THE RELEVANCE OF THE TREND ITSELF WITHIN THE CORE TARGET
OUTPUT
• IDENTIFICATION OF THE APPROPRIATE INVESTMENT AREA FOR THE NEW PERFUME BY PUPA
→ DOSAGE OF THE CODES, BENEFIT, MEDIATION WITH THE TREND
OBJECTIVES
PERFUME BY PUPA
4.10 Scenario analysis /case history
53
4.10 Scenario analysis /case history
PUPA/TRENDS
THE BRAND AS SEMIOTIC SUBJECT
THE RESEARCH OPPORTUNITIES
WHAT IS SEMIOTICS 1
2
3
CASE HISTORIES 4
Index
54
BIBLIOGRAPHY
5
6
USAGE INSTRUCTIONS
5. Usage instructions
55
Ø MAKE A CLEAR DISTINCTION BETWEEN SEMIOTICS AND SEMIOLOGY: THE FIRST ONE “DRILLS” THE TEXT SURFACE AND QUALIFIES THE DIFFERENCES, THE SECOND ONE IS RESTRICTED TO THE IDENTIFICATION OF IMMEDIATE AND ASSOCIATED MEANINGS
Ø COMBINE THE DESK RESEARCH WITH THE FIELDWORK, THE SEMIOTIC APPLICATION IS NOT A “PERIPHERAL”, EXTERNAL TO THE RESEARCH MATTER, IT I S THE KEYSTONE TO UNDERSTAND THE COMPLEX I TY OF THE COMMUNICATIONAL RELATIONS
Ø REQUIRE A SIMPLE AND OPERATIONAL LANGUAGE: SEMIOTICS RELIES ON THE CONCRETENESS OF THE ANALYTICAL IN-DEPTH EXPLORATION FROM ITS TEXTUAL NATURE.
THE BRAND AS SEMIOTIC SUBJECT
THE RESEARCH OPPORTUNITIES
WHAT IS SEMIOTICS 1
2
3
CASE HISTORIES 4
Index
56
BIBLIOGRAPHY
5
6
USAGE INSTRUCTIONS
6. Bibliography
57
• Ceriani, G. (2001), Marketing moving: l’approccio semiotico (FrancoAngeli, Milano)
• Ceriani, G. (2007), Hot spot e sfere di cristallo (FrancoAngeli, Milano)
• Ferraro, G. (1987), Strategie di immagine (Centro Scientifico Editore, Torino)
• Ferraro, G. (1998), L’emporio dei segni (Meltemi Editore, Roma)
• Floch, J.M. (1990), Semiotica, marketing e comunicazione (FrancoAngeli, Milano)
• Floch, J.M. (1997), Identità visive (FrancoAngeli, Milano)
• Marrone, G. (2007), Il discorso di marca (Laterza, Bari)
• Semprini, A. (2006), la marca postmoderna (FrancoAngeli, Milano)
baba designs and develops qualitative and quantitative market research, and scenario analyses for strategic marketing applications
It offers a comprehensive system of research and consulting services that results from an integrated approach with marketing-oriented semiotics and anthropology of consumption; it
operates in Italy and abroad via a network of international partners
It caters for ongoing monitoring of international trends, ad hoc scenarios, market strategy and research aimed at assessing and positioning products and communication, brand
equity, pre/post testing, naming, website evaluation and creation of new concepts
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Market Research and Scenario
Alzaia Naviglio Pavese 52- 20143 Milan
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