@ The Dieline Conference: The Semiotics of Branding - Cheryl Swanson
The Semiotics of Branding:
Is your brand telling the story it needs to tell or does the narrative need to be refined and optimized? How do culturally-driven codes influence consumer behavior and what are the differences between a fad and a social force with staying power? Understanding these relationships are vital in leveraging brand communications that tap into universal market needs and desires. The powerful tools of Semiotics provide keys to these insights. In this session, Cheryl Swanson reveals the key semiotic elements underlying the communicative power of brands.