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October 24, 2017
Missed Semiofest 2017? Get caught up with this overview of the event.
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As brand builders, we are constantly looking to incorporate leading edge marketing science and new thinking into our work at Hotspex, and semiotics plays an integral role in helping brands communicate, build and reinforce distinctive associations.
Last week, we had the pleasure of attending the 2017 Semiofest held in Toronto. We found ourselves amidst semioticians, academics and lead practitioners of Semiotics from around the world exploring topics ranging from politics (Trump, Modi, Trudeau), to applied semiotics, to brand creation/packaging design, to tattooing as personal and cultural anchors. It was a truly unique experience unlike other marketing or insights conferences I’ve attended before.
Media theorist Marshall McLuhan’s infamous phrase, “The message is the medium” was used as a jumping off point to explore current issues in brand touchpoints and new media for this year’s conference theme: MEDIA, MESSAGES and MEANING: Semiotics, form, and content (coincidentally, Friday July 21st also marked McLuhan’s 106th birthday). This topic is more relevant than ever today, as media consumption increases relentlessly and consumers are overwhelmed by thousands of pieces of information and brand messages each day.
Key Notes on Key Notes
Marcel Danesi, nicknamed the “Bill Murray of Semiotics”, kicked the conference off with a fascinating keynote talk on the need to be “semiotically fit” in the Age of McLuhan (i.e. to have the cognitive tools to interpret information in today’s electronic global village). The compression of information, form and language is changing the way we decode texts and messages. “We are in a transitional period, a paradigm shift”, says Danesi. His most recent book, “The Semiotics of Emoji”, explores the visual syntax of emojis and how it has become a natural language by visualizing and compressing information.
Consumers are “impaired”
Edward Wilson (Content & Brand Strategist) offered his perspective on the importance of TRUST, as attention spans decline and consumers are impaired by information (“pretend you are communicating to a nation of drunk people”). To catch attention, information needs to:
Key Highlights
As a researcher, the practical application of semiotics and case studies shared were particularly interesting to me. Here are 3 of my key highlights from the conference:
The approach included:
Closing Thoughts
Semiofest 2017 was informative, inspiring, thought provoking and a lot of fun. As a brand builder, the conference has enriched my thinking and sparked new ideas and approaches on how to help brands communicate and build distinctive associations among consumers. I’m looking forward to next year’s Semiofest conference!
Disclaimer
The views, opinions, data, and methodologies expressed above are those of the contributor(s) and do not necessarily reflect or represent the official policies, positions, or beliefs of Greenbook.
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