"Semiotics is the new superpower for marketers. This new edition sheds new light on consumers and the world they live in, stimulates creativity and innovation, guides brand strategy, and finds solutions to a plethora of marketing problems. Using Semiotics in Marketing will help marketers looking to launch new brands and reposition or rejuvenate established ones. In what can seem a complex and abstract field, this book is a clear and practical resource on how to seize the tremendous opportunity that semiotics offers. This book will cover key topics such as how to research using semiotics, semiotic tools for thinking and looking at images, language and other semiotic signs. Newly updated, this second edition includes three brand new chapters on researching digital culture and applied semiotics looking at brand and branding and storytelling in marketing communications. Written by one of the original founders of commercial semiotics, Using Semiotics in Marketing outlines precisely what semiotics is, why it matters and how it enables marketers to tap into consumers like never before. This results in better ads, websites, packaging and social media content - ultimately driving brand growth and profits. It also demonstrates how to run a successful commercial semiotics project from commission and design right through to analysis of results"--