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Some semiotic observations on how brands are used to create individuality. And what brands are promising in doing so. Presented and discussed at the 2012 Semiotic Summer Congress at Imatra
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Being Brand –
Define yourself or you will be defined
Semiotic Summer School
Imatra 2012
What is this about?
• Who is KMB?
• Using brands in our lives
• Brands defining personalities
• Semiotic theses
Who is KMB?
KMB|Dr. Klaus M. Bernsau – scientific
• Dr. Klaus M. Bernsau: Studies of Communication Science, German Literature, Marketing, Physics, Sociology and Information Management
• Magister (M.A.) degree in Communication Science about “Signs for Sale – Coca-Cola-Marketing looked upon in a semiotic way”
• Dr. phil. degree about “Changing the economic structure is changing the social meaning – Regional-marketing of the Ruhrgebiet”
• For almost 20 years teacher and researcher at University Duisburg Essen and recently Brand academy Hamburg, University of applied science.
• Main subjects: Corporate Communication, Communication Theory, and Applied Semiotics
• Different presentations and publications about the theory of corporate communication in nowadays globalizing media society
• Frequent visitor of Imatra’s Semiotic Summer School
• Member of the advisory board of the German Semiotic Association (DGS) – topic: economy and management
KMB|Dr. Klaus M. Bernsau – professional
• Dr. Klaus M. Bernsau: over 20 years experience as
consultant and conceptionist in advertising and marketing
• Founder and owner of the consultancy “KMB |
Konzept • Management • Beratung für Unternehmenskommunikation”
(i.e. Concept Management Consulting for Corporate Communication C4)
• Clients: Coca-Cola, ContiTech, Deutsche Bahn, Deutsche Post, L’Oréal, Opel,
Rewe, but also many small and middle seized companies
• Branches: automotive, energy, finance, retail/FMCG, industry, IT/telecom, logistics,
pharma, fashion
• Four employees: graduated media and communication managers
• Focus: Optimizing communication by applying semiotic and communication
theories
• More under: www.kommunikation-kmb.de
Applied Semiotics by KMB
• The big sign-history to understand
• The (automatic) controlling tool to manage
• The semiotic experiment to decide
• The semiotic workshop to innovate
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Digging in the dirty of semiotic live
Digging in the dirty: an empiric study
Others
Drinks
Fruit and Vegetables
Meat and Sausage Products
Ready Meals
Milk Products
Cleaning Products
Body Care
Snacks and Sweets
Wheat Products
www.seissmo.com/
In these areas the brand seems to be
important to our live Product category Brand No-name
Yoghurt drinks 73% 27%
Desserts from the fridge 71% 29%
Sweets (except chocolate) 91% 9%
Chocolate/ pralines 76% 24%
Soft drinks 71% 29%
Beer 91% 9%
Ready-made sauces 78% 22%
Ready meals 68% 32%
Cigarettes 82% 18%
Body-, face- and hair care
products 75% 25%
Here everyday live is good without a brand
Product category Brand No-Name
Tin-food 28% 72%
Milk 19% 81%
Juices and Nectars 25% 75%
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Defining a personality thru branding
Immortality made by brands
We are all projection screens
Yes we can – be whatever …
Semiotic conclusions to discuss
Back to semiotic basics
A simple
personal
sign process
A brand being used =
sign carrier (R)
A branded person =
Interpretatant (I)
A human being =
sign object (O)
Identity
Identity, Personality und Individuality
Personality
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Indiv4 Indiv3
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A semiotic proposal to personal branding
Personality
Identity
Brands
I
O
R
Personal
semiotic live A simple
personal
sign process
A brand being used =
sign carrier (R)
A branded person =
Interpretatant (I)
A human being =
sign object (O)
Most valuable brands –
Top risers = Top individualizers
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Being Brand –
Define yourself or you will be defined
individual
mass
rich
poor
Importance
of interpretation
Visibility
syntactic
semantic
pragmatic
sigmatic
Importance
of interpretation
Visibility
me
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r-o
nlin
e.d
e
Thank you very much,
and hope to see you soon:
facebook.com/KMB.Kommunikation!
KMB|We are looking forward to you
Contact details
KMB | Dr. Klaus M. Bernsau
Konzept ▪ Management ▪ Beratung für
Unternehmenskommunikation
Parkstraße 91
D-65191 Wiesbaden / Germany
Phone +49-611-8804 3675
Fax +49-611-8804 3678
Mobil +49-178-2376728
(+49-178-Bernsau)
E-mail [email protected]
Web www.kommunikation-kmb.de
Service offering
Concept: Development of all future activities in
consideration of all relevant and promising instruments and media (effect full, networked, intermedia, contemporary)
Management: Taking over of the communication projects as virtual "full-service-agency" via the KMB network of competent service providers; management of the tasks with corporate intern resources and with existing extern partners of the client (e.g. temporary management of advertising or projects); accompanying project leader (quick, flexible, good value, experienced)
Consulting: Analysis of weakness in existing concepts, activities, structures and teams; optimization consulting, goal development incl. buildup of quality- and controlling-processes; accompanying consulting of all relevant steps in corporate communication activities (open in results, critical, competent, goal-orientated)
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