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KMB Be brand - Semiotics of Personality - ISI 2012

KMB Be brand - Semiotics of Personality - ISI 2012



Some semiotic observations on how brands are used to create individuality. And what brands are promising in doing so.

Some semiotic observations on how brands are used to create individuality. And what brands are promising in doing so.

Presented and discussed at the 2012 Semiotic Summer Congress at Imatra



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    KMB Be brand - Semiotics of Personality - ISI 2012 KMB Be brand - Semiotics of Personality - ISI 2012 Presentation Transcript

    • Being Brand – Define yourself or you will be definedSemiotic Summer SchoolImatra 2012
    • What is this about?• Who is KMB?• Using brands in our lives• Brands defining personalities• Semiotic theses
    • Who is KMB?
    • KMB|Dr. Klaus M. Bernsau – scientific• Dr. Klaus M. Bernsau: Studies of Communication Science, German Literature, Marketing, Physics, Sociology and Information Management• Magister (M.A.) degree in Communication Science about “Signs for Sale – Coca- Cola-Marketing looked upon in a semiotic way”• Dr. phil. degree about “Changing the economic structure is changing the social meaning – Regional-marketing of the Ruhrgebiet”• For almost 20 years teacher and researcher at University Duisburg Essen and recently Brand academy Hamburg, University of applied science.• Main subjects: Corporate Communication, Communication Theory, and Applied Semiotics• Different presentations and publications about the theory of corporate communication in nowadays globalizing media society• Frequent visitor of Imatra’s Semiotic Summer School• Member of the advisory board of the German Semiotic Association (DGS) – topic: economy and management
    • KMB|Dr. Klaus M. Bernsau – professional• Dr. Klaus M. Bernsau: over 20 years experience as consultant and conceptionist in advertising and marketing• Founder and owner of the consultancy “KMB | Konzept • Management • Beratung für Unternehmenskommunikation” (i.e. Concept Management Consulting for Corporate Communication C4)• Clients: Coca-Cola, ContiTech, Deutsche Bahn, Deutsche Post, L’Oréal, Opel, Rewe, but also many small and middle seized companies• Branches: automotive, energy, finance, retail/FMCG, industry, IT/telecom, logistics, pharma, fashion• Four employees: graduated media and communication managers• Focus: Optimizing communication by applying semiotic and communication theories• More under: www.kommunikation-kmb.de
    • Applied Semiotics by KMB• The big sign-history  to understand• The (automatic) controlling tool  to manage• The semiotic experiment  to decide• The semiotic workshop  to innovate
    • www.coloribus.comDigging in the dirty of semiotic live
    • Digging in the dirty: an empiric study Milk Products Snacks and Sweets Drinks Ready Meals Wheat Products Fruit and Vegetables Meat and Sausage www.seissmo.com/ Products Body Care Others Cleaning Products
    • In these areas the brand seems to beimportant to our live Product category Brand No-name Yoghurt drinks 73% 27% Desserts from the fridge 71% 29% Sweets (except chocolate) 91% 9% Chocolate/ pralines 76% 24% Soft drinks 71% 29% Beer 91% 9% Ready-made sauces 78% 22% Ready meals 68% 32% Cigarettes 82% 18% Body-, face- and hair care 75% 25% products
    • Here everyday live is good without a brand Product category Brand No-Name Tin-food 28% 72% Milk 19% 81% Juices and Nectars 25% 75%
    • http://www.poloralphlaurenhemd.comDefining a personality thru branding
    • Immortality made by brands
    • We are all projection screens
    • Yes we can – be whatever …
    • Semiotic conclusions to discuss
    • Back to semiotic basics A human being = sign object (O) A simple personal sign processA brand being used = A branded person =sign carrier (R) Interpretatant (I)
    • Identity, Personality und Individuality Indiv2 Vgl. Abels, Heinz: Identität, Wiesbaden 2006 Indiv1 Identity Indiv3 Indiv4 Personality
    • A semiotic proposal to personal branding A human being = O sign object (O) Identity Personal A simple semiotic live personal sign process R IA brand being used = A branded person = Brands Personalitysign carrier (R) Interpretatant (I)
    • Most valuable brands – Top risers = Top individualizershttp://www.millwardbrown.com/brandz/Top_100_Global_Brands.aspx
    • Being Brand –Define yourself or you will be defined merkur-online.de Importance syntactic of interpretation pragmatic individual rich Visibility Visibility mass poor semantic sigmatic Importance of interpretation
    • Thank you very much, and hope to see you soon:facebook.com/KMB.Kommunikation!
    • KMB|We are looking forward to youService offering Contact details Pictures:, photocase.com, KMB (Alexa Sommer) , seissmo.com, the web (sources as shown)Concept: Development of all future activities in KMB | Dr. Klaus M. Bernsau consideration of all relevant and promising instruments and media (effect full, networked, intermedia, Konzept ▪ Management ▪ Beratung für contemporary) UnternehmenskommunikationManagement: Taking over of the communication projects Parkstraße 91 as virtual "full-service-agency" via the KMB network of competent service providers; management of the tasks with D-65191 Wiesbaden / Germany corporate intern resources and with existing extern partners of the client (e.g. temporary management of Phone +49-611-8804 3675 advertising or projects); accompanying project leader Fax +49-611-8804 3678 (quick, flexible, good value, experienced) Mobil +49-178-2376728Consulting: Analysis of weakness in existing concepts, (+49-178-Bernsau) activities, structures and teams; optimization consulting, goal development incl. buildup of quality- and controlling- E-mail kmb@kommunikation-kmb.de processes; accompanying consulting of all relevant steps in corporate communication activities (open in results, Web www.kommunikation-kmb.de critical, competent, goal-orientated)