This slide deck introduces the audience to semiotics, a discipline of social sciences that extends to structural linguistics to the analyses of verbal, visual, and spatial sign systems. Semiotics exceeds the rhetorical or content analyses of brand meaning as it casts light on cultural codes that structure the phenomenal world into semantic categories that implicates customers in the brand world. Sudio Sudarsan demonstrates the application of semiotics to brand building using a century-old brand, the Muthoot Group.
Well, I was given an assignment wherein two groups were made and given the same topic to present upon the winning team would get full marks and the losing one gets 50%.... here i give you the best presentation I have ever made in the pressure of getting full marks
Well, I was given an assignment wherein two groups were made and given the same topic to present upon the winning team would get full marks and the losing one gets 50%.... here i give you the best presentation I have ever made in the pressure of getting full marks
An analysis of semiotics in branding communicationGuy Muchineuta
Visual communication is the transmission of information and ideas using symbols and imagery. It is believed to be the type that people rely on most and includes signs, graphic designs, films, typography, and countless other examples
Recognizing where “cultural differences are” is the first step toward understanding and respecting each other. http://www.slideshare.net/guest5efb65/different-culture-different-sign-perception
Someone has downloaded then upload my Presentation
Different Culture - Different sign perceptionguest5efb65
One's own culture provides the "lens" through which we view the world; the "logic"... by which we order it; the "grammar" ... by which it makes sense.
In other words, culture is central to what we see, how we make sense of what we see, and how we express ourselves
An analysis of semiotics in branding communicationGuy Muchineuta
Visual communication is the transmission of information and ideas using symbols and imagery. It is believed to be the type that people rely on most and includes signs, graphic designs, films, typography, and countless other examples
Recognizing where “cultural differences are” is the first step toward understanding and respecting each other. http://www.slideshare.net/guest5efb65/different-culture-different-sign-perception
Someone has downloaded then upload my Presentation
Different Culture - Different sign perceptionguest5efb65
One's own culture provides the "lens" through which we view the world; the "logic"... by which we order it; the "grammar" ... by which it makes sense.
In other words, culture is central to what we see, how we make sense of what we see, and how we express ourselves
Examples Of Semiotic Analysis
Semiotics And Semiotics
Fashion and Semiotics Essay
Analysis Of Marc Jacobs Rhyme Advertisement
Semiotics in Art History
Semiotic Analysis Of An Advertisement
Semiotics Approach To Representation Analysis
Semiotics In Romeo And Juliet
The Power of Semiotics Essay
Design: Representation and Semiotics Essay
Semiotics And Semiology : Semiotics
Essay on A Critique on Semiotics Theory
Essay on Semiotics of Personal Objects
Semiotics : Signs And Symbols
Three Forms Of Semiotics
Semiotics : Signs, Symbols And Gestures
Semiotics In The Classroom
Example Of Semiotic Connotation
Symbolism – its significance and role in human swarna dey
A symbol conveys information only insofar as it has meaning to a specific community, the connection between a symbol and its referent is not intrinsic to the symbol itself but rather is a function of agreed upon use, custom, or convention.
Culture of human society is based on symbols. “Culture is a system of meaning and relations are trafficking in symbols.” (David Schnider & Clifford Geertz ) Flags, traffic lights, diplomas, and mathematical notation are all, in their various ways, symbols. So foundational is symbolism to humans that without it communication would be impossible. The most symbolic aspect of culture is language, but symbolism also plays a role in religion, politics, art, and literature as well as in kinship, commerce, and science. Symbolism is basic to the construction and conveyance of gender, ethnic, and national identities. It is the primary way by which humans create meaning, classify knowledge, express emotion, and regulate society.
Symbol:
The English word symbol derives etymologically from the Greek súmbolon, meaning “tally,” “contract,” or “ticket,” which referred originally to a token that was broken in two so that each half could be used to confirm the identity of the other. The word stems from the Greek roots syn - (“together”) and ballein (“to throw”) and thus has the approximate connotation of “to throw together.”
Symbols are cultural representations of reality. Every culture has its own set of symbols associated with different experiences and perceptions. Thus, as a representation, a symbol's meaning is neither instinctive nor automatic. The culture's members must interpret and over time reinterpret the symbol.
Symbols occur in different forms: verbal or nonverbal, written or unwritten. They can be anything that conveys a meaning, such as words on the page, drawings, pictures, and gestures. Clothing, homes, cars, and other consumer items are symbols that imply a certain level of social status.
Definition of symbols:
Symbols could be defined as “objects, acts, relationship or linguistic formations that stand for a multiplicity of meaning” This definition indicates that there are different symbolic forms and that it is possible for one symbolic form to be given several interpretations and these interpretations could be given at different levels, depending on the level of the interpreter’s consciousness and intelligence .Here are some of the definitions of symbol by renowned anthropologists and researchers ¬-
Semiotics & Symbolic Anthropology: An Introduction and Discussion of how it r...Ashley M. Richter
How can technology guide the citizens of the world to a new level of cultural literacy?
This discussion of symbols and visual literacy is a primer to the importance of the palimpsests all around us and how the the data integration and visualization of the future need to capitalize on their ability to convey this information and make it meaningful to users.
the symbolic messages of two pairs of advertisements (perfumes and cigarettes) are decoded using semiotic analysis in order to compare the different strategies that are utilized to target different customer groups according to demographic variables such as gender and age. The findings of the semiotic analysis are discussed from the point of view of effective advertising campaigns.
A visual presentation on calligram design that can serve as design strategies for logo artists and brand creatives. "A Word to the Eyes" (AWTTE) is an ingenious publishing of lexicon and artistry that uses calligram to reduce the burden of memorizing in acquiring collegiate vocabulary. To preorder AWTTE go to: www.awordtotheeyes.com/contact.html
More than the business idea, a strong brand identity is a critical factor for success. Identity provides direction, purpose, and meaning for the brand. Design is the rocket fuel to construct brand identity prioritizing the identity elements necessary. This slide deck explores the myriad facets of design that can impact identity.
Marketing luxury is a paradox. Luxury defies econometric models. Though the processes by which consumers acquire and consume luxury remain an enigma, luxury brand names and products are highly visible in the marketplace. This slide deck empirically explores the luxury sector, the status of international luxury brands, and how luxury is branded and sold to consumers.
Actionable trend forecasting is elemental for all businesses. To keep you on the forefront of emerging or evolving digital trends, this keynote presentation provides valuable context and validation for potential new opportunities in the digital world we live today.
Digital interface has transformed branding. This keynote presentation discusses how to brand your products and services in this paradigm-changing media.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
Unleash the power of UK SEO with Brand Highlighters! Our guide delves into the unique search landscape of Britain, equipping you with targeted strategies to dominate UK search engine results. Discover local SEO tactics, keyword magic for UK audiences, and mobile optimization secrets. Get your website seen by the right people and propel your brand to the top of UK searches.
To learn more: https://brandhighlighters.co.uk/blog/top-seo-agencies-uk/
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
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When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
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Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
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Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
3. THE PERENNIAL QUESTION OF
PHILOSOPHY ‘WHY STUDY SIGNS?’ IS
ANSWERED BY THE SCIENCE OF SEMIOTICS.
FROM AN ANIMAL’S CRY TO BRAND LOGOS
TO SYMBOLISM AND SYMBOLIC MEANING
FALL WITHIN THE SPHERE OF SEMIOTICS.
6. ✦
THEY ARE HERALDIC EMBLEMS OF
CUSTOMER NOBILITY, SIGNALING
THEIR ZEALOTRY TO THE TRIBE.
7. ✦
✦
✦
✦
✦
THE CONTRIBUTION OF
BRAND MEANINGS AND
PERCEPTIONS TO PROFITABILITY
✦ ✦
✦
TESTIFIES TO THE POWER OF SYMBOLIC
✦
✦
REPRESENTATION TO
✦
CAPTURE THE HEARTS AND
M E R C E D E S - B E N Z
D I E S E L
A P P L E
✦
L E X U S
✦
A M E R I C A N E X P
G O O G L E
✦
M A R L B O R O
✦
C O C A - C O
✦
MINDS OF CONSUMERS BY SIGNS.
11. SYMBOLIC BEHAVIOR CAN BE
OBSERVED IN CULTURAL
PHENOMENA WITHIN SYSTEMS OF
SIGNIFICATION THE WORLD OVER.
12. ✦
BRANDING IS ONE OF THE CRITICAL SITES ON THE
BATTLEFIELD OF THE PRODUCTION OF MEANING.
13. SINCE A BRAND IS A SYSTEM OF SENSORY SIGNS THAT INCITES
CONSUMERS IN A SYMBOLIC PROCESS, WHICH THEN CONTRIBUTES TO
TANGIBLE VALUE, SEMIOTICS IS THE KEYSTONE OF BRAND BUILDING.
14. THROUGH THE ACTION OF SIGNS, BRANDS ACCOMPLISH A PERCEPTUAL PRESENCE IN
CONSUMERS; ENVISAGED AS A MENTAL REPRESENTATION AND EMOTIONAL CONNECTION.
16. LET’S NOW HURL INTO THE POST-GRADUATE DEPARTMENT
OF SYMBOLOGY TO UNDERSTAND HOW SEMIOTICS WORKS.
17. This section outlines the development of
sign study from its classical precursors
to contemporary post-structuralism so
that marketers, brand owners and
brand custodians can better understand
the systems of signification.
18. Human beings are peculiar species; they are
driven by a keen desire to make meanings
throughout their life on earth. As homo
significans, meaning-makers, a human is a
creature who gives sense to things.
19. The most distinctive trait of humans is
that only they, throughout terrestrial
life, have two separate although, of
course, throughly commingled,
repertoires of signs at their disposal:
the non-verbal— demonstrably derived
from their primate ancestry—and a
uniquely human verbal overlay. The
definition advanced here presupposes
a message producer (source), and a
message recover (destination).
I see a
silhouette on the
chest X-ray of
patient.
Cancer?
21. On the continuum from cave
paintings to social media updates,
the need to communicate has
created an infinite sensory
palette of visual and verbal
expression, unfolding the
mysterious and
elusive power
of symbols.
22. Ancient Vedic traditions used visual tools to
serve as centering devices and/or as symbolic
compositions of energy patterns, which were
then adopted for worship or meditation.
23. Early precursors of semioticians in the Western
World include Plato (428-348 BCE) whose
‘Cratylus’ ponders the origin of language; Aristotle
(384-322 BCE) considers nouns in ‘Poetics and
On Interpretation’. The word ‘semiotics’ comes
from a Greek root, seme, as in semeiotikos, an
interpreter of signs. Semiotics is the analyses of
signs or the study of functioning sign systems.
24. The quintessential sign was the medical symptom for the Stoics.
It’s a sign!
Fever!
Medical symptom!
25. Leading European proto-semiotician,
John Locke (1632-1704) examined
the signifying process as a basis for
logic in his seminal essay ‘Concerning
Human Understanding’ (1690).
26. Ʃƞμιωτικῄ And, perhaps, if they were distinctly
weighed, and duly considered, they
would afford us another sort of Logick
and Critick, than what we have been
hitherto acquainted with.
The Third Branch may be called
Ʃƞμιωτικῄ. or the Doctrine of Signs;
the most usual whereof being Words,
it is aptly enough termed also Logick;
the business whereof, is to consider the
Nature of Signs, the Mind makes use
of for the understanding of Things, or
conveying its Knowledge to others.
John Locke,
“Of the Division of the Sciences
{beyond the Speculative and the
Practical},” 1690
27. Ludwig von Bertalanffy draws a thin line
between realistic conceptualization (symbol
making) and utter derangement
(schizophrenia at worst) to state that both
depend upon the fragile boundary of an
adequately true cultural framework or what
consensus accepts as the truth of that
framework at a certain moment in history.
28. The two primary traditions in
contemporary semiotics in the 20th
century stem from the Swiss linguist
Ferdinand de Saussure (1857-1913) and
the American philosopher Charles Sanders
Pierce (1839-1914). Semiotics involves the
study not only of what we refer to as
‘signs’ in everyday speech, but of anything
which ‘stands for’ something else.
29. Often hailed as the founder of semiotics,
Ferdinand de Saussure was born into an
academic family in1857 in Geneva,
Switzerland. At age 19, he went to the
University of Leipzig to study languages;
later he published ‘Primitive System of
Vowels in Indo-European Languages’.
30. Following completion of his research
thesis, Saussure left for the École
Pratique des Hautes Études in Paris,
France where he taught Sanskrit and
became more interested in languages of
history than general linguistics.
31. Saussure defined linguistic sign as a two-
sided entity, a dyad, consisting of signifier
and signified. The signifier was the
material marker and the signified was the
mental concept the signifier enkindled.
32. Carrot
SignifierSignified
According to Saussure, linguistic sign was not a
link between thing and name, but a
psychological recognition between sound
pattern (signifier) and a concept (signified).
Phono centricity was the hearer’s
psychological impression of a sound, as given by
the evidence of senses. This sound pattern or
the material element was a representation of
sensory impressions, and thus be distinguished
from the other element, a more abstract
concept, associated with it in a linguistic sign.
Bait
33. F TIG
The signifiers /G/I/F/T/ engenders is a mental concept
of a present; a thing given willingly without payment.
35. So agreed rules govern the
conventional relationship of the
signifier and the signified. Language
is not complete in any speaker; it
exists only within a collectivity.
36. The fact that language is a system
(langue), it can be thought of a
communal cupboard, housing all the
possible different signs which might
be pulled out and utilized in the
construction of an instance of
parole, individuals acts of speech.
Consequently, language is entirely a
socio-cultural phenomenon.
37. Like language, symbols also
connote disparate set of meanings
in different cultural groups.
Americans who live in the
New England area give pine as
response when asked for an
example of a tree; those in
Florida mention palm trees.
38. Because culture is built on natural language, culture
may be classified in its conceptualization of the sign.
39. Across the Atlantic, around the same time
as Saussure, pragmatist philosopher and
logician Charles Sanders Pierce
(1839-1914) formulated his triadic model
of the sign, drawing upon the cognitive-
philosophical approach. Pierce’s semiotic
framework focuses on the analyses of
meaning interpretation.
41. Sign/Representamen
Interpretant
Object
The realm of firstness is
understood by feeling. Eg.
Feeling evoked by music.
The realm of secondness is
brute facts which arise to
form linkages. Eg.
Strumming of guitar
The realm of thirdness is
the mental element. Eg.
Music triggered thoughts of
boyfriend before his death.
✦
✦
✦
42. At the level of sign/representmen (firstness)
1. Qualisign
2. Sinsign
3. Legisign
SIGN
49. Index
Sign relates to its object in terms of
causation
(for e.g. Statue of Liberty for
freedom)
50. At the level of interpretant (thirdness)
1. Rheme
2. Dicent
3. Argument
Interpretant
51. Rheme
Sign is represented for the
Interpretant as a possibility
(for e.g. mental concept)
52. Dicent
The sign is represented for the
Interpretant as a fact
(for e.g. descriptive statement)
53. Argument
Sign is represented for the
Interpretant as a reason
(for e.g. proposition)
54. Icon
The number two
Index Symbol
Longhorn cattle Heavy rock music
Astronaut Moon Science & Technology
55. In any given transaction, a source is necessarily
coupled by means of a channel to a destination;
the variety of such passageways is
constrained by the specific sensorium of each.
57. The myths which suffuse humans’ lives
are insidious because, they seem natural.
They call out for detailed analyses which
semiosis can deliver. Conversely, they can
abundantly assist brand owners and
custodians to create myth surrounding the
brands in the minds of their consumers.
59. For Claude Levi-Strauss, an
anthropological phenomena such as
kinship systems can be studied as
meaningful in their structural relations.
The prohibitions on marriage which
exist - the most obvious taboo on
incest - are not the result of simple
biological predeterminations. They
represent a signifying cultural system.
60. Claude Levi-Strauss argues who
married whom is bound by
meaningful system of exchange,
possibility and difference which
is not dissimilar to the rules
enshrined in language.
How aboutyour cousin?
Don’t marry
your sister!
61. Semiotic square is the elementary structure
of signification, marking off the oppositional
logic that is at the heart of both narrative
progression and semantic, thematic, or
symbolic content. It can prove to be an
influential tool not only in narrative theory but
also in the ideological positioning of brands.
Contrary
Corollary
Contradictory
62. I abandon traditional anthropology and
traditional linguistics that consider
merely terms. I apply Straussian
semiological notion of structuralism so
that brand owners and custodians can
begin to think of brands as frames of
references, relations between the
terms in the reference points.
63. I amalgamate Saussurean linguistics,
Peircean semiotic triad, Freudian
unconscious, and Straussian
structuralism to advance semiotics in
the context of brand building. I
present the application using the
Muthoot Group in the third section
of this slide deck presentation.
65. The final section historically
plots the brand-building
voyage of the Muthoot Group,
applying semiotic concepts and
methods to establish a model
of brand to extend the
scientific understanding of
brand differentiation and
consumer perceptions.
67. ✦
In 1887 during the days of
British-colonized India,
Muthoot established a
business supplying rations to
large British-run plantations.
Trained elephants hauled logs.
68. Though Muthoot’s line of business
evolved in the 128 years, the brand
possessed supreme integrity that
corroborated its fidelity in advancing
values espoused by sociocultural,
symbolic, and ideological aspects.
1887
1934
1971
2000s
70. Carved out of the semiosic ubiquity, semiotics explicates how Muthoot’s twin-elephant logo
stands as a visual shortcut for a specific referent (financial product or service) that culminates
as cardinal instruments of interpersonal and/or group persuasion (trust, security).
71. CONNOTATION
DENOTATION
Connotation is what is implied;
connotative meaning is more
variable, figurative, and subjective.
Denotation is a definitional,
literal meaning (objective).
PRODUCT
EXPERIENCE
73. Muthoot rapidly evolved from a
mere adjunct to monetary and credit
policies to an active participant in
the mainstream financial sector in
the new millennium. Launching from
the gold lending platform, Muthoot
expanded into other financial
segments ranging from money and
foreign exchange to shares and
commodity trading.
74. Recognizing that consumers prefer
a brick-and-mortar institution with
a wide national presence, Muthoot
rapidly increased its locations in
the length and breadth of India,
thereby successfully reaching rural
populations that do not have banks
to serve their financial needs.
TOTAL NUMBER OF MUTHOOT BRANCHES IN INDIA
ANNUAL INCREASE OF BRANCHES
76. Considering the immense potential of
the gold loan business and its ability to
serve the unbanked population of the
country, Muthoot has transformed the
perception of gold loan from a
distressed product to a lifestyle product.
77. Muthoot’s IT governance mechanism
encourages a set of behavior that goes
with its vision, mission, and values. It has
stayed ahead of the curve in terms of
automation and digital enablement.
Customers with Demat account are offered
online trading in equity shares and
derivatives with leading brokerage firms.
78. Muthoot fashioned itself as a bank.
The integrity of a bank is its safety.
Muthoot provided a secure
environment to safeguard the gold
deposited by building armored vaults
and strong rooms in every location it
served to claim protection from thefts,
fire, natural disasters, unauthorized
use, and other threats. Every branch
is installed with CCTV and a
surveillance system.
80. Today, Muthoot for societal good addresses financial inclusion, medical
assistance to the lesser privileged, education for poor, and marriage
assistance among others to transform rural and semi-urban
communities of India in its triumphant march of the CSR movement.
81. Muthoot and Delhi
Daredevils joined
hands together to bat
for the cause of
education of the
lesser privileged
children in India.
82. Today, Muthoot for societal
good addresses financial
inclusion, medical assistance
to the lesser privileged,
education for poor, and
marriage assistance among
others to transform rural and
semi-urban communities of
India in its triumphant march
of the CSR movement.
83. For Muthoot’s efforts to
integrate India’s
marginalized into the
mainstream and pro bono
activities aimed at causes
of benefitting the rural
poor, women, and
children, Muthoot was
presented with the Golden
Peacock award, regarded
as a benchmark for
corporate excellence.
85. Jaya Gajawat ran a small boutique in Jaipur,
RJ for many years. Her fashion and design
sense was well appreciated by her clientele;
with her own customers’ encouragement,
Jaya dreamed of turning her shop into a big
store. She applied for a loan with Muthoot
to fund her expansion plans. In five minutes
she got the loan she need and today she’s
the owner of a large boutique.
86. In 2015 Muthoot published “One Hundred Tales
of Hope,” entrepreneurial stories of men and
women who realized their long-standing
dreams. 100 stories. 100 hopes. All fulfilled.
87. SKOCH SKOCH SKOCH SKOCH SKOCH SKOCH SKOCH SKOCH
OCH SKOCH SKOCH SKOCH SKOCH SKOCH SKOCH SKOCH SKOCH
SKOCH SKOCH SKOCH SKOCH SKOCH SKOCH SKOCH SKOCH
OCH SKOCH SKOCH SKOCH SKOCH SKOCH SKOCH SKOCH SKOCH
SKOCH SKOCH SKOCH SKOCH SKOCH SKOCH SKOCH SKOCH
OCH SKOCH SKOCH SKOCH SKOCH SKOCH SKOCH SKOCH SKOCH
SKOCH SKOCH SKOCH SKOCH SKOCH SKOCH SKOCH SKOCH
OCH SKOCH SKOCH SKOCH SKOCH SKOCH SKOCH SKOCH SKOCH
SKOCH SKOCH SKOCH SKOCH SKOCH SKOCH SKOCH SKOCH
OCH SKOCH SKOCH SKOCH SKOCH SKOCH SKOCH SKOCH SKOCH
SKOCH SKOCH SKOCH SKOCH SKOCH SKOCH SKOCH SKOCH
OCH SKOCH SKOCH SKOCH SKOCH SKOCH SKOCH SKOCH SKOCH
SKOCH SKOCH SKOCH SKOCH SKOCH SKOCH SKOCH SKOCH
OCH SKOCH SKOCH SKOCH SKOCH SKOCH SKOCH SKOCH SKOCH
SKOCH SKOCH SKOCH SKOCH SKOCH SKOCH SKOCH SKOCH
OCH SKOCH SKOCH SKOCH SKOCH SKOCH SKOCH SKOCH SKOCH
SKOCH SKOCH SKOCH SKOCH SKOCH SKOCH SKOCH SKOCH
OCH SKOCH SKOCH SKOCH SKOCH SKOCH SKOCH SKOCH SKOCH
SKOCH SKOCH SKOCH SKOCH SKOCH SKOCH SKOCH SKOCH
OCH SKOCH SKOCH SKOCH SKOCH SKOCH SKOCH SKOCH SKOCH
SKOCH SKOCH SKOCH SKOCH SKOCH SKOCH SKOCH SKOCH
OCH SKOCH SKOCH SKOCH SKOCH SKOCH SKOCH SKOCH SKOCH
SKOCH SKOCH SKOCH SKOCH SKOCH SKOCH SKOCH SKOCH
OCH SKOCH SKOCH SKOCH SKOCH SKOCH SKOCH SKOCH SKOCH
SKOCH SKOCH SKOCH SKOCH SKOCH SKOCH SKOCH SKOCH SK
KOCH SKOCH SKOCH SKOCH SKOCH SKOCH SKOCH SKOCH SKOCH
Muthoot was conferred the Skoch
Financial Inclusion Award 2013
in resignation of the major
initiatives in the area of ‘access
to banking and financial services’
to the masses who has been
excluded from the country’s
banking network for decades.
88. CONNOTATION
DENOTATION
PRODUCT
EXPERIENCE
Realization of personal goals
Customer stories
Generations of trust
Entrepreneurial growth
Sponsoring IPL/ISL
CSR activities
Technology (mobile app, ATM)
Simplicity
Friendly and consistent service
Security
Loan/repayment
Operationalizing gold
Perception of ubiquity
Speed of transaction
89. Though both denotation
and connotation can both
be used to describe
imagery of form or
function of a brand, they
have different contexts
and orders of signification
represented in a semiotic
2x2 framework.
90. EMOTIONAL
SOCIAL
CULTURAL
FUCTIONAL
To create memorable stories in the
collective nation’s culture, the
augmented definition of brand
embeds the the extremely successful
microanalysis of individual
consumption of brand into a new
analysis of cultural interaction.