Watch a clip from Andrea Basunti’s talk at the ‘Marketing that Sells’ conference in Bratislava, which he gave on 8th October 2013. Andrea used a few case histories to illustrate the role semiotic analysis can play in providing a deeper understanding of consumers and their relationship with brands.
His talk covered the following:
- Why semiotics is a key research tool for connecting with consumers unconsciously
- How changing cultural forces influence the meaning of a brand and why brands need to remain culturally relevant in order to gain or maintain market share
- Why an understanding of culture will help brands to make strategic and creative cut-throughs
- How semiotics can help brands to improve effectiveness and thus ROI in their communications across consumer touchpoints
Andrea Basunti speaking at the ‘Marketing that Sells’ conference in Bratislava (YouTube)
‘Marketing that Sells’ Conference, Bratislava (8th October 2013)