H O W T O S E M I O TICS. decoding & recoding culture

Transcription

1 H O W T O S E decoding & recoding culture M I O TICS Cultural Insights & Strategy London, Amsterdam, New York, Singapore hello@crowddna.com

2 RISE - HOW TO: SEMIOTICS INTRODUCTION There s meaning to be found in all areas of culture. Everything communicates, whether it s linguistic or visual, audible or tactile. And that goes for the smaller interactions and behaviours the actual words, gestures and sounds that shape our world too. The soundtrack that gave you goosebumps; the packet that made you think healthy ; the chair texture that made you want to stay for another drink all hold building blocks of significant meaning. The question is how to make sense of them all. How to analyse these cultural manifestations, or signifiers. At Crowd DNA, we use the methodology of semiotics to decode culture and unlock the meaning inside, well, everything. But what exactly is semiotics? And how does it connect back to real business challenges? In our latest How To guide, we ll demystify the (sometimes) complex terminology of semiotics. We ll crack the codes of emergent femininity and take a look at some recent analysis of everyday brands. We ll also explain how we use semiotics to explore and execute culturally-charged advantage for our clients, before offering five key pointers for How To semiotics. Thanks for reading, Crowd DNA 2

3 WHAT IS SEMIOTICS?... Semiotics is the process of unpacking meaning through the language, design and imagery found in brand comms, media, art, community activity and other areas of a culture. In short: it s the study of meaning making. As a methodology, it takes us beyond consumer culture and into the wider context(s) that surround it. Brands never exist in isolation, so we step back and study the socio-cultural fabric that they re part of too. This means much more than just analysing the imagery of an advert. It s about understanding the specific cultural context and then zooming in on the words, gestures, colours, shapes and textures that are present too. PLACING BRANDS WITHIN CONTEMPORARY CONTEXTS STELLA MCCARTNEY, DISCOVER THE WINTER SS17 Striking visual imagery references the uncomfortable reality of climate change, consumption and the quest for sustainability. Just like the model herself, this is placed awkwardly at the centre of a wider conversation around waste within the fashion industry. Yet, here she lies in opposition to her surroundings, still representing a culture of opulence and high fashion, but placing herself (and the brand) in a literal pose against the negativity associated with it. OK CUPID, DTF-ALL HEAD OVER HEELS This campaign uses brash colours and a racy acronym to capture the viewer s attention. By repurposing the widely understood DTF, Ok Cupid are able to demonstrate an awareness of the doubts that consumers might have about their service. While the kitsch style is reminiscent of an 80s romance novel, the casual clothing and lesbian couple firmly places this classic image of love within a contemporary context, alongside the surreal addition of an extra pair of hands to emphasise a whimsical, fluid (and very modern) approach to sexuality. 3

4 COMMUNICATING DIFFERENCE Established ideas or concepts - such as the notion of family - can also be portrayed in numerous ways depending on their context. Parenthood and family life are particularly important to look at and respond to within the current, cultural reimagining of what a modern family looks like. FAMILY UNITS NIVEA MIDDLE EAST, PROTECTION & CARE The use of soft blues, whites and centered imagery communicates a nurturing, safe environment that not only symbolises family but also protection, as the children sit cocooned between their parents. The focus is sterile, almost medical, as safety and care (and Nivea) are suggested as key features of family life. LEGO, BY BLATTNER BRUNNER Here, however, parents and children are both absent. The suggestion being that independent and unrestricted play are important stages of childhood development. The simplicity of the shadows and shapes brings imagination to life, conveying an essence of youthfulness and promoting the idea of boundless, creative possibilities. SO WHAT? Decoding brands and culture in this way allows us to inform strategy and shape cultural futures. By exploring and defining the context that these brands exist in, we are able to spot emergent trends, plan for upcoming scenarios and help brands figure out the best ways to maintain cultural relevancy. Two logos, two different brands. At first glance, both just a series of black shapes on a white background. But what happens if you look closer... LOGOS DECODED The use of a bespoke and modern serif font signals a bold, distinctive identity, which fits well with the fashion house s creative identity. The capitalisation and spacing of the words is simple and elegant, conveying a stamp of quality echoed by the use of Milano, and the formal emblem-rope design. The House of Savoy s coat of arms is also used to directly reference the company s past as an Italian leather supplier for royalty surely the highest nod of approval going. In contrast, the free-flowing and energetic line of the Disney font conjures a sense of individuality, creativity and imagination. This is heightened by the use of an iconic Cinderella castle and the arc of a shooting star or rainbow to emphasise the ability of fairytales to elevate us above the everyday, into the realm of fantasy. (The semiotics of Disney will be interesting to watch evolve in today s post-feminist world as the significance of princesses and fairytale castles is already changing). 4

5 RISE - HOW TO: SEMIOTICS SEMIOTICS SEMIOTICS - simply - is the study of meaning making 5

6 USING A RESIDUAL DOMINANT, EMERGENT MODEL Often, the first point of any semiotics project is complete cultural immersion. This can be a daunting prospect. So, for example, when analysing the trajectory of a cultural shift, we tend to use a RDE (Residual, Dominant, Emergent) model to translate and structure our insights into meaningful strategy. Below is an example of how we ve used the model to understand the semiotics of femininity within the lingerie category. Residual refers to anything which has fallen out of favour, become irrelevant or become so widely accepted that it is no longer a point of interest for consumers or brands. Dominant is used to categorise concepts that sit strongly in mainstream culture and are representative of the current zeitgeist. Emergent is used to describe movements that are only beginning to appear and develop within culture, but are not yet widely adopted. RESIDUAL The enduring female aesthetic of predominantly white, supermodelesque bodies, who parade around Victoria Secret s hyper-sexualised runway show, is so culturally established that it s almost not worth mentioning. But, within the current climate of intersectional feminism, #metoo and a heightened awareness of body diversity, Victoria Secret s shows a potential disconnect with how the thoughts surrounding women are evolving. It might be time for the brand to embrace these cultural shifts before they enter the mainstream by casting a wider range of diverse models, celebrating fluid options of sexuality and rethinking how they speak to and about modern women. VICTORIA S SECRET Rihanna s Savage x Fenty, however, has received a lot of praise for its recent collection. Celebrating a diverse set of women some pregnant, some thin, some heavy all of whom are celebrating their figures and singular experiences taps into the culturally dominant trends of female empowerment, individuality and racial diversity. Here, femininity is worn as a state of mind rather than a set, psychical standard. Rihanna s brand successfully challenges and expands upon the definition of sexy. DOMINANT RIHANNA, SAVAGE X FENTY EMERGENT With body positivity top of mind, some emergent brands are pushing this idea beyond the superficial and into the functional. Thinx, for example, are exploring the ways lingerie can serve women beyond enhancing sex appeal. The brand s period pants are an eco-friendly alternative to traditional sanitary products, which also tap into cultural shifts around climate concerns and zero-waste lifestyles. But perhaps most progressive of all is the tagline: For people with periods, removing the product from issues of gender politics and femininity completely. THINX 6

7 DECODING & RECODING CULTURE USING SEMIOTICS TO JOIN THE DOTS BETWEEN CULTURE AND COMMERCIAL OBJECTIVES So how does semiotics connect back to real business challenges? We use the methodology to help brands in two distinct, but interlinked ways: exploration and execution. The first route - exploration - allows us delve into the cultural fabric surrounding a category, product or brand; while the second - execution - uses semiotics to define future-facing positions, comms, packaging and products. Here s how they work... EXPLORATORY SEMIOTICS Navigating cultural landscapes to shape brand futures: EXECUTION WITH SEMIOTICS Drawing meaning from culture s codes to define strategy: Future-proofing cultural relevancy Identifying white spaces Optimising innovation pipelines Category disruption and thought leadership Preparing for new markets Shaping brand positions, comms, packaging and products Building toolkits to inform creative strategy Defining partnerships and brand experiences Crafting brand narratives 7

8 Five Key Takeouts Tips and tricks for how to use semiotics 01 Find (and know) your place It goes without saying: consider the wider context and landscape to fully understand where your brand or product fits into culture. 02 Respect the details Remember that meaning is not just conveyed by imagery. Also consider the gestures, colours, shapes and textures that are present in your comms, activation, retail space or NPD whether they re intentional or not. 03 Be your own audience Think of how information is received, not just intended. Get inside the minds of your consumers and carefully tailor your tone, design and aesthetic to fit (knowing that they ll put their own spin on it anyway). 04 Venture beyond your comfort zone Look outwards from your own category and view your brand or product in relation to the wider consumer context and market. Then, find the interesting connections and differences between them. 05 Track emergent trends Focus on spotting, understanding and tracking evolving categories and the trends that fuel them: what is emerging culture telling us and where could your brand fit in? If you d like to learn more about how we use semiotics at Crowd DNA, just get in touch: hello@crowddna.com

9 Crowd DNA is a cultural insights and strategy consultancy with offices in London, Amsterdam, New York & Singapore. Formed in 2008, operating in 55+ markets, we bring together trends specialists, researchers, strategists, writers, designers and film-makers, creating culturally charged commercial advantage for the world s most exciting brands. Cultural Insights & Strategy London, Amsterdam, New York, Singapore hello@crowddna.com