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

4


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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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




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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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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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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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




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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A TWO-STEP DYNAMIC

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objective emission reception

DESK FIELD


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


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


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


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


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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


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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 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

32

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

41

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



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.



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

Trusted by: Alberto Cremona, Alcantara, Alitalia, Amadori, Arclinea, Armando Testa, Artsana, Avantgarde, Barilla,Bauli, Bassetti,Bonduelle, BottegaVerde, CandiaItalia,

CarréNoir,CostaCrociere, Deborah Italia, Ebay,EdizioniS.Paolo, Enel, ERG, Frette, FuturebrandGiò Rossi Associati,Geox, Gruppo AFIN, Gruppo Coin, Hachette, Henkel, Hilti Italia,

H3G, IGP Decaux, Il Sole 24 Ore, IntesaSanpaolo, La7, Lovable, ManifattureBianchetti, Mediaset, Modafil, MTV, Nespresso, Nestlé, Novartis, Panzani, Philip Morris, Publicis, Pupa, Rai,

Recordati, Sigma Tau, SistemaModa Italia, Spirale Arte, Telecom, Unicredit, Unilever, Vichy,Whirpool, Zambon, Zucchi

BABA

Market Research and Scenario

Alzaia Naviglio Pavese 52- 20143 Milan

- tel. +39.02.83241678/fax +39.02.89419298 www.babaconsulting.com

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