UNDERSTANDING THE NEED OF SEMIOTICS AGENCY IN INDIA

To start with, what is semiotics? It is prevalently characterized as the study of signs and symbols in culture. More officially however, semiotics should be characterized as the proper study of portrayal and meaning in culture. How a specific meaning to different products and processes does make a difference in the contemporary social orders? This is the full transmit of the discipline of applied semiotics. The use of semiotics to marketing and business emerges in light of the fact that the marketing capacity is itself a colossal maker of signs, symbols and stories that flow and make a material culture and consumption culture. With web-based media, people in general everywhere, as customers and as residents likewise create and circulate signs, symbols and stories at a scale that has never been found in mankind's set of experiences.

Semiotics has recently accomplished mainstream acknowledgment in India and use in consumer insight and marketing consultancy. Some significant customer organizations like P&G and Unilever, using tried and tested suppliers, have made impressive progress in applying the procedure around the world. Numerous customers and supplier organizations, however, consider semiotics to be an extra element instead of a fundamental piece in a thorough research process. Nowhere is the role of semiotics is more significant than for global business units hoping to find out about developing markets and the increasingly diverse and fluid cross-cultural examples that portray globalization today.

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 takes 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.

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.

Hamsini at Leapfrog is a refined brand planner, fastidious researcher and skilled communications scholar. As Executive Vice President and Head of Strategic Planning at JWT Mumbai, she is able to create unique structures for financial branding and positioning, activation planning and advertising evaluation. She is associated with a variety of worldwide initiatives in applied semiotics.

Leapfrog Strategy Consulting is focused on customer commitment that produces significant solutions. It works together with their customers to set out open doors for brand development, brand expansion, and strengthened positioning. It understands the challenge for commercial and applied semioticians in 'selling' semiotics to consumers as a whole.

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Created on Mar 24th 2021 03:05. Viewed 194 times.

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