In advance of the Design & Meaning seminar in Melbourne this November, Dr Alex Gordon spoke to Australia’s AdNews about the impact of the new plain packaging legislation and how it will ultimately lead to more innovative, multi-sensory branding by tobacco companies.
Dr Alex Gordon, chief executive of UK-based semiotics and cultural insights agency Sign Salad, told AdNews the “hostile environment” created by government legislation would put tobacco brands at the vanguard of new branding techniques.
“It’s a fundamental new area, classic 21st-century marketing. The tobacco industry is in the vanguard because legislation has demanded it, but actually all brands are going to be forced to look at it,” he said.
“Sonics, semiotics – the sound of a brand, smell of a brand, the touch, texture – all forms of it are absolutely fundamental to this process.
“The tobacco companies are not the only ones doing this, automotive brands have been doing it for a long time. If you’re making an electric sports car that has no roaring engine, how do you communicate the difference between your car and a hatchback?” (adnews.com.au)