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Seite 1 www.bessere-kommunikation.com
DISCOVERING THE CORPORATE SEMIOTIC LANDSCAPE - A PROCESS
TO UNDERSTAND COLLECTIVE CO...
Seite 2 www.bessere-kommunikation.com
Table of Contents
1. About KMB |
2. The Problem of Positioning
3. Our tool – Semioti...
Seite 3 www.bessere-kommunikation.com
SOMETHING ABOUT KMB |
Seite 4 www.bessere-kommunikation.com
KMB|Dr. Klaus M. Bernsau – scientific
• Dr. Klaus M. Bernsau: Studies of Communicati...
Seite 5 www.bessere-kommunikation.com
KMB|Dr. Klaus M. Bernsau – professional
• Dr. Klaus M. Bernsau: over 20 years experi...
Seite 6 www.bessere-kommunikation.com
KMB|Our Main Topics
Positioning
Designing
Communication
Processes
Optimization
Commu...
Seite 7 www.bessere-kommunikation.com
KMB|That‘s Where We Work on Positioning
WorkWear
Gas Stations
IT-Consulting
Recyclin...
Seite 8 www.bessere-kommunikation.com
THE PROBLEM OF POSITIONING
Companies have to
stand out in
this environment!
Source:p...
Seite 9 www.bessere-kommunikation.com
The Problem of Positioning – Classical Theory of Positioning
Envisioned
situation
Ac...
Seite 10 www.bessere-kommunikation.com
The Problem of Positioning: Resonance Frequency
Source: https://www.youtube.com/wat...
Seite 11 www.bessere-kommunikation.com
OUR TOOL – SEMIOTICS IN PRACTICE
Source:istock.com
Seite 12 www.bessere-kommunikation.com
Our Tool – Positioning: Key Factors
FirstWorkshop
10-20Top
Managers
Seite 13 www.bessere-kommunikation.com
Our Tool – Elaboration of Corporate Benefit: Self-evaluation
Customer ImportanceCor...
Seite 14 www.bessere-kommunikation.com
Our Tool – Elaboration of Corporate Benefit:
Comparison – Corporate Benefit and Cus...
Seite 15 www.bessere-kommunikation.com
Our Tool – Elaboration of Corporate Benefit: Capacity vs.
Importance
• What custome...
Seite 16 www.bessere-kommunikation.com
Our Tool – Elaboration of Corporate Competence:
Elevator Pitch
Source: istock.com
Seite 17 www.bessere-kommunikation.com
Our Tool – Outcome: Elevator-Pitch
Seite 18 www.bessere-kommunikation.com
Our Tool – Elaboration of Corporate Tonality:
Your company as a person
Please descr...
Seite 19 www.bessere-kommunikation.com
Our Tool – Elaboration of Corporate Personality:
Company as a person
Seite 20 www.bessere-kommunikation.com
Please classify these
characteristics according
to the three limbic pillars
„balanc...
Seite 21 www.bessere-kommunikation.com
Our Tool – Elaboration of Corporate Personality:
Company as a person in the Limbic ...
Seite 22 www.bessere-kommunikation.com
Our Tool – Elaboration of Corporate Iconography:
Corporate-Collage
Source: istock.c...
Seite 23 www.bessere-kommunikation.com
Our Tool – Elaboration of Corporate Visual World:
Results of Group Work
Seite 24 www.bessere-kommunikation.com
Our Tool –Positioning as the Result of the First Workshop
RATIO EMOTIO
OUTSIDE|APPE...
Seite 25 www.bessere-kommunikation.com
Our Tool – The Method Offers the Following
Dimensions of Corporate Interpretation:
...
Seite 26 www.bessere-kommunikation.com
Our Tool – Review by Middle Management
SecondWorkshop -
80 Middle Managers
Seite 27 www.bessere-kommunikation.com
Our Tool – Review of Middle Management
Examples: maximum 5,
• Where would you situa...
Seite 28 www.bessere-kommunikation.com
Our Tool – Review of Middle Management:
the Extensive, Essential and Detailled Feed...
Seite 29 www.bessere-kommunikation.com
Our Tool – Intended Project
Okay byTop-Management
For all future
communication deci...
Seite 30 www.bessere-kommunikation.com
WHAT HAS THIS TO DO WITH SEMIOTICS?
Seite 31 www.bessere-kommunikation.com
The Semiotics – Peirce‘s Classification of Signs
Sign
Seite 32 www.bessere-kommunikation.com
Sender
(expressive)
Receiver
(conative)
Sign
Message
(poetic)
Context
(referential)...
Seite 33 www.bessere-kommunikation.com
The Semiotics – Dimensions of Corporate Semitiotic Landscape
R I
O
rational
visualf...
Seite 34 www.bessere-kommunikation.com
The Semiotics – Dimensions of Corporate Semitiotic Landscape [B]
2. Corporate
Compe...
Seite 35 www.bessere-kommunikation.comwww.bessere-kommunikation.com
Any Further Questions?
Seite 36 www.bessere-kommunikation.comwww.bessere-kommunikation.com
The complete
presentation has been
made available for ...
Seite 37 www.bessere-kommunikation.comwww.bessere-kommunikation.com
Thank You for Your Attention!
Seite 38 www.bessere-kommunikation.com
Contact Information
KMB | Dr. Klaus M. Bernsau
Konzept | Management | Beratung
für ...
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Discovering the corporate semiotic landscape - A process to unterstand collective collaborative interpretations.

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Dr. Klaus M. Bernsau held a talk at the ICoN2016, the International Congress on Numanities in Kaunas on the 25th May 2016. It covers aspects of semiotics in economic practice, and is intended to inspire further ventures both into the theoretical discussion of the theory of signs

Am 25.05.2016 hielt Dr. Klaus M. Bernsau im Rahmen des International Congress on Numanities in Kaunas einen Vortrag über die praktische Anwendung der Semiotik im wirtschaftlichen Kontext.

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Discovering the corporate semiotic landscape - A process to unterstand collective collaborative interpretations.

  1. 1. Seite 1 www.bessere-kommunikation.com DISCOVERING THE CORPORATE SEMIOTIC LANDSCAPE - A PROCESS TO UNDERSTAND COLLECTIVE CORPORATE INTERPRETATIONS ICoN2016 – International Congress on Numanities Kaunas, 25.5.2016 Source:photocase.com
  2. 2. Seite 2 www.bessere-kommunikation.com Table of Contents 1. About KMB | 2. The Problem of Positioning 3. Our tool – Semiotics in Practice - Top Management - Middle Management 4. Semiotics 5. Discussion Source:photocase.com
  3. 3. Seite 3 www.bessere-kommunikation.com SOMETHING ABOUT KMB |
  4. 4. Seite 4 www.bessere-kommunikation.com KMB|Dr. Klaus M. Bernsau – scientific • Dr. Klaus M. Bernsau: Studies of Communication Sciences, German Literature, Marketing, Physics, Sociology and Information Management • Magister (M.A.) degree in Communication Sciences, topic: “Signs for Sale – Coca-Cola’s Marketing in semiotic perspective” • Dr. phil. degree : “Changing economic structure means changing social meaning – Regional Marketing in the Ruhr area” • For almost 20 years teacher and researcher at the University Duisburg Essen and recently at the Brand Academy Hamburg, University of applied science. • Main interests: Corporate Communication, Communication Theory, and Applied Semiotics • Various presentations and publications about the theory of corporate communication in today’s globalizing media society • Frequent visitor of Imatra’s Semiotic Summer School • Second time in Kaunas at the ICoN • Member of the advisory board of the German Semiotic Association (DGS) – topic: economy and management
  5. 5. Seite 5 www.bessere-kommunikation.com 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-sized 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 theory • More under: www.kommunikation-kmb.de [sorry, it’s in German ]
  6. 6. Seite 6 www.bessere-kommunikation.com KMB|Our Main Topics Positioning Designing Communication Processes Optimization Communication Results Semiotics
  7. 7. Seite 7 www.bessere-kommunikation.com KMB|That‘s Where We Work on Positioning WorkWear Gas Stations IT-Consulting Recycling Source: http://www.bp-online.com/ Source: https://www.bpbonusclub.at/ Source: https://www.linkedin.comSource: http://www.alba.info
  8. 8. Seite 8 www.bessere-kommunikation.com THE PROBLEM OF POSITIONING Companies have to stand out in this environment! Source:photocase.comSource:photocase.com
  9. 9. Seite 9 www.bessere-kommunikation.com The Problem of Positioning – Classical Theory of Positioning Envisioned situation Actual situation Dimension A Dimension B Often, there are too many obstacles in the way And even the starting point may be unclear ?
  10. 10. Seite 10 www.bessere-kommunikation.com The Problem of Positioning: Resonance Frequency Source: https://www.youtube.com/watch?v=XggxeuFDaDU
  11. 11. Seite 11 www.bessere-kommunikation.com OUR TOOL – SEMIOTICS IN PRACTICE Source:istock.com
  12. 12. Seite 12 www.bessere-kommunikation.com Our Tool – Positioning: Key Factors FirstWorkshop 10-20Top Managers
  13. 13. Seite 13 www.bessere-kommunikation.com Our Tool – Elaboration of Corporate Benefit: Self-evaluation Customer ImportanceCorporate Competence
  14. 14. Seite 14 www.bessere-kommunikation.com Our Tool – Elaboration of Corporate Benefit: Comparison – Corporate Benefit and Customer Needs Die Rangreihenfolge der Top-10 Leistungsmerkmale Leistungsmerkmale Mittelwert Interseroh Leistung Mittelwert Kunden Wichtigkeit Quadrant Verantwortungsbewusstsein 4,58 4,60TOP Variable Preismodelle 4,44 4,75TOP Empfehlbarkeit (Auftraggeber an andere Kollegen, Unternehmen) 4,36 4,27TOP Kunden-Beziehungen 4,33 4,73TOP Branchenerfahrung (Branche der Kunden) 4,27 4,68TOP Verlässlichkeit 4,08 4,82TOP Ehrlichkeit 4,00 4,80TOP Motivation (der Mitarbeiter) 3,94 4,41TOP Sicherheit (einer Entscheidung für Interseroh) 3,89 4,73TOP Preis-Leistungs-Verhältnis 3,83 4,70TOP Eigene besondere Prozesse (Tools/Maschinen) 3,67 4,50TOP Innovationskraft 3,67 4,33TOP Engagement (der Mitarbeiter) 3,54 4,82TOP Strategische Kompetenz 3,50 4,32TOP Preisstellung 3,50 4,64TOP Kreativität 3,43 4,00GEFAHR Qualität (der Services von Interseroh) 3,42 4,92GEFAHR Vertrauen (in Interseroh) 3,38 5,00GEFAHR Kundenorientierung 3,36 4,90GEFAHR Legende: • Sortierung nach der Bewertung bei eigener Leistung • Roter Zahlenwert bedeutet Wert unter Gesamtdurchschnitt 3,5 • Top bedeutet: Leistung und Wichtigkeit über Durchschnitt • Kür bedeutet: Leistung über, Wichtigkeit unter Durchschnitt
  15. 15. Seite 15 www.bessere-kommunikation.com Our Tool – Elaboration of Corporate Benefit: Capacity vs. Importance • What customers deem important isn‘t always congruent with the corporate strengths • The discrepancy fits into the following matrix: High Importance Low Importance Competence positive Top Additional benefits Competence negative Danger Insignificant
  16. 16. Seite 16 www.bessere-kommunikation.com Our Tool – Elaboration of Corporate Competence: Elevator Pitch Source: istock.com
  17. 17. Seite 17 www.bessere-kommunikation.com Our Tool – Outcome: Elevator-Pitch
  18. 18. Seite 18 www.bessere-kommunikation.com Our Tool – Elaboration of Corporate Tonality: Your company as a person Please describe your company as a person with human characteristics! - between 5 and10 characteristics - per participant - each characteristic on a single card Source: photocase.com
  19. 19. Seite 19 www.bessere-kommunikation.com Our Tool – Elaboration of Corporate Personality: Company as a person
  20. 20. Seite 20 www.bessere-kommunikation.com Please classify these characteristics according to the three limbic pillars „balance“, „dominance“, „stimulant“. Our Tool – Elaboration of Corporate Tonality: Classification based on the Limbic Map Stimulant Dominance Balance Quelle: http://www.nymphenburg.de/limbic-map.html
  21. 21. Seite 21 www.bessere-kommunikation.com Our Tool – Elaboration of Corporate Personality: Company as a person in the Limbic Map seriös Eher nüchtern Etwas unscheinbar schüchtern erfahren dynamisch teuer gehemmt gut offen naturbewusst konservative Kleidung Auf hohem Ross sitzend Bauchladenver käufer (Vom Streichholz bis Google Glass) Dominance gehemmtgehemmtprofessionell gehemmtgehemmtkompetent gehemmtgehemmtehrlich sachlich einfühlsam loyal partnerschaftlich umweltbewusst bodenständig Flexibel gesund fair zugewandt ökologisch Etwas gemütlich unmodern sachorientiert gehemmtgehemmtpragmatisch Nettdurcheinander verwirrt „Kümmerer“ (mit Potenzial) kundenorientiert Etwas in die Jahre gekommen Midlife-Crisis, Orientierung? kommunikativ gehemmtgehemmtmännlich gehemmtgehemmtlösungsorientiert gehemmtgehemmtfreundlich Smart vielfältig neugierig lustig 40 Jahre alt entwicklungsfähig wertvoll sympathisch Stimulant gehemmtgehemmtaufmerksam gehemmtgehemmtKreativ innovativ Sehr aktiv intelligent analytisch Balance emotionslos
  22. 22. Seite 22 www.bessere-kommunikation.com Our Tool – Elaboration of Corporate Iconography: Corporate-Collage Source: istock.com
  23. 23. Seite 23 www.bessere-kommunikation.com Our Tool – Elaboration of Corporate Visual World: Results of Group Work
  24. 24. Seite 24 www.bessere-kommunikation.com Our Tool –Positioning as the Result of the First Workshop RATIO EMOTIO OUTSIDE|APPERANCEINSIDE|REALITY We are responsible for the running and the support of IT systems. Due to our motivation and our innovative ideas customers benefit to the highest possible degree.That‘s why they keep returning to us. A lovable and smart repairman. Ambitious, caring. He can solve any problem whatsoever. A good friend to have adventures with.
  25. 25. Seite 25 www.bessere-kommunikation.com Our Tool – The Method Offers the Following Dimensions of Corporate Interpretation: 2. Corporate Competence – Who am I? 1. Corporate Benefit – What do I offer? 3. Corporate Tonality – How am I? 4. Corporate Iconography – How do I perform? RATIO EMOTIO OUTSIDE|APPERANCEINSIDE|BEING COMMUNICATEDIFFERENTIATE rational visualfunctional emotional
  26. 26. Seite 26 www.bessere-kommunikation.com Our Tool – Review by Middle Management SecondWorkshop - 80 Middle Managers
  27. 27. Seite 27 www.bessere-kommunikation.com Our Tool – Review of Middle Management Examples: maximum 5, • Where would you situate your company/department in this matrix? • What do you associate with this positioning? • How can you transfer this positioning to your company/department? Further development: maximum 5. • In which areas has your company/department already progressed further? • How would you like the positioning to manifest in your company/department? • How would you like to develop your company/department based on the positioning? Obstacles: maximum 5. • Which problems do you see in implementing what benefits your positioning? • What could possibly block further development? • What would you like to change or what would you like to get rid of? 4 sections - 3 questions - 5 cards – 5 minutes
  28. 28. Seite 28 www.bessere-kommunikation.com Our Tool – Review of Middle Management: the Extensive, Essential and Detailled Feedback +  ! +  ! 51 105 38 33 63 66 79 34 18 66   +  ! +  ! 50 85 27 6 47 45 51 33 3 33   Simple match  new, but compatible with the description further development necessary+  direct contradiction attention! !
  29. 29. Seite 29 www.bessere-kommunikation.com Our Tool – Intended Project Okay byTop-Management For all future communication decisions New targetgroups, new markets, new products etc. All communication activities and media fit the positioning agreed to MaßnahmenCheck Development of specific means towards the strategic gools – starting on the positioning and using the coporate resonance frequency Measures Basis Strategic Goals
  30. 30. Seite 30 www.bessere-kommunikation.com WHAT HAS THIS TO DO WITH SEMIOTICS?
  31. 31. Seite 31 www.bessere-kommunikation.com The Semiotics – Peirce‘s Classification of Signs Sign
  32. 32. Seite 32 www.bessere-kommunikation.com Sender (expressive) Receiver (conative) Sign Message (poetic) Context (referential) Contact (phatic) Code (metalingual) The Semiotics – Communicative Dimensions of Jakobson
  33. 33. Seite 33 www.bessere-kommunikation.com The Semiotics – Dimensions of Corporate Semitiotic Landscape R I O rational visualfunctional emotional WHAT DOYOU THINK?
  34. 34. Seite 34 www.bessere-kommunikation.com The Semiotics – Dimensions of Corporate Semitiotic Landscape [B] 2. Corporate Competence – Who am I? 1. Corporate Benefit – What do I offer? 3. Corporate Tonality – How am I? 4. Corporate Iconography – How do I perform? RATIO EMOTIO OUTSIDE|APPERANCEINSIDE|BEING COMMUNICATEDIFFERENTIATE Message (poetic) Receiver (conative) Contact (phatic) Sender (expressive) Context (referential) Code (metalingual)
  35. 35. Seite 35 www.bessere-kommunikation.comwww.bessere-kommunikation.com Any Further Questions?
  36. 36. Seite 36 www.bessere-kommunikation.comwww.bessere-kommunikation.com The complete presentation has been made available for you on the following slide:
  37. 37. Seite 37 www.bessere-kommunikation.comwww.bessere-kommunikation.com Thank You for Your Attention!
  38. 38. Seite 38 www.bessere-kommunikation.com Contact Information KMB | Dr. Klaus M. Bernsau Konzept | Management | Beratung für Unternehmenskommunikation Äppelallee 27 65203 Wiesbaden, Germany Tel. +49-611- 88 04 3675 Fax +49-611- 88 04 3678 Mobil +49-178-2376728 (0178-Bernsau) E-Mail kmb@kommunikation-kmb.de Web www.kommunikation-kmb.de facebook.com/KMB.Kommunikation twitter.com/KMB_zwitschert ©pictures:KMB,AlexaSommer,iStock.com,Photocase.comandWorldWideWebwhereshown

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