Dr. Inka Crosswaite, semiotics analyst for marketing insight company Added Value, has been invited to present her paper, Socio-Semiotics; Exploring the Social Life of Brands, as one of the speakers at this year’s SAMRA Conference.
Semiotics is a relatively new field of analysis in market research in South Africa. At its most basic, semiotics is the analysis of the unconscious cultural signs and signals we “read” every day. Particularly useful in packaging, communications, cultural decoding and trend work, semiotics is rapidly being embraced by marketers across categories.
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Branding for Good: Reconciling profitability with responsibility’
In April of 2007, Added Value France ran a half day conference to address several key questions raised amongst french clients:
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All around the world, consumers are increasingly looking to brands to help them make a difference across a range of social issues from animal rights to global warming to poverty and HIV/AIDs. Alison Tucker of brand development and marketing insight company, Added Value, asks if South African brands are up to the task.
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“I notice increasing reluctance on the part of marketing executives to use judgment; they are coming to rely too much on research, and they use it as a drunkard uses a lamp post: for support, rather than for illumination”
David Ogilvy
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