The esSense of a new insurance brand? (The Importance of Brand esSense #6)

Feb 14 2017 Published by neilgains under brand essense

Walking through Singapore yesterday, I noticed for the first time the eTiQa insurance brand, owned by Maybank. Perhaps I should have noticed the brand before, but I was struck by the colours and naming of the brand which struck an immediate resonance for the category.

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Will 2017 be a Greener Year?

Dec 12 2016 Published by neilgains under Asia trends

Pantone have just announced their colour of the year, and it’s a “refreshing and vitalising” shade called Greenery (otherwise known as Pantone 15-0343), which they describe as “symbolic of new beginnings”. The colour is strongly associated with spring and is a shade of green that incorporates yellow to give a “fresh and zesty” feel that suits spring as a time to “revive, restore and renew”.

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On Creating Value with Semiotics

Feb 12 2016 Published by neilgains under semiotics

Creating Value is Laura Oswald’s follow up to Marketing Semiotics with much more emphasis on the different applications of semiotics in marketing and market research, as well as an attempt to rethink some aspects of semiotic theory and how they relate to brands in the modern world.

In terms of theory, Laura Oswald argues that we need to shift perspective away from traditional cultural analysis and its emphasis on a (semi) permanent structure of cultural values, towards something more dynamic and more focused on how brands create meaning (and value) at the intersection of category codes, cultural trends and the real-life practice and behaviours of brand users. Read more »

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The Spectre of Blending Signs

Nov 09 2015 Published by neilgains under semiotics

I really enjoyed Spectre, the latest Bond outing. In particular, the film is full of references to other (Bond) movies. Apart from the fact that Spectre weaves together strands from all three of Daniel Craig’s previous outings, I noticed quiet specific references to several earlier Bond films, including From Russia With Love, You Only Live Twice, On Her Majesty’s Secret Service (via Inception) and The Spy Who Loved Me. And those are only the ones that I remember (I wasn’t taking notes in the cinema).

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Human Decision-Making and the Semiotics of Sensory Signals

Apr 24 2015 Published by neilgains under semiotics

Successful brands understand both the universal qualities of human behavior and the cultural context of the local markets in which they operate. Thus, good brand management integrates universals of human nature with locally relevant nurturing through the prism of culture.

So do semiotics and neuromarketing have much in common? Although there has been little interaction between behavioral scientists and semioticians, they share more than is commonly acknowledged and are often solving the same problem from different perspectives. Read more »

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The Semiotics of Office Design

Jun 29 2014 Published by neilgains under semiotics

Many companies are waking up to the importance of office design in communicating and supporting their company culture. Most famously, Pixar’s offices were designed by Steve Jobs to maximize the number of random interactions between employees across all company departments.

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The Colour of Business

Mar 10 2014 Published by neilgains under sensory branding

When you see a pink ribbon what do you immediately think of? If you’re like me, you will make a connection to the Breast Cancer Awareness campaign, which has made a pink ribbon its own unforgettable icon.

Our visual perception dominates the senses, and colour is the most powerful of our visual sensation, which is why I place it at the top of the sensory hierarchy in the esSense® sensory branding framework presented in Brand esSense.  That’s because colour primes humans like nothing else, not only because of its powerful symbolic value, learned through nature and culture, but also because it can have a direct physical effect on our bodies. Read more »

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30 Ways to Connect with your Customers

Feb 12 2014 Published by neilgains under sensory branding

How does your brand show its true identity? Many brands focus on their visual appearance and most especially their logo, against an already cluttered and over-crowded visual environment. There are huge opportunities in exploring how brands can connect with their customers across other less densely occupied touch points. Read more »

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11 Brand Colours and their Meanings

Nov 02 2013 Published by neilgains under semiotics

“There is no model; there is only colour”  - Paul Cezanne

Earlier this month, Cadbury lost the fight to fully trademark their distinctive purple colour (although it is uniquely theirs for chocolate). Why do they care so much about their purple and does it have a meaning beyond its specific association with Cadbury?

Colours are powerful weapons in any branding toolkit and rich with meanings. As a starting point, here is a quick tour of the eleven most frequently used colour names. Read more »

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Colours of Spring?

Sep 17 2013 Published by neilgains under Asia trends

Pantone have just published their Spring 2014 fashion colour report (from New York fashion week). A combination of soft pastel colours are predicted to be popular along with “vivid brights”, including Placid Blue, Violet Tulip, Hemlock, Paloma, Sand, Celosia Orange, Radiant Orchid and Dazzling Blue. The brightest colour in the collection is definitely Freesia. Read more »

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