The semiotic triangle helps us understand how words (or other signs) evoke specific concepts in our minds and how these concepts are connected to real objects in the external world . For example, the word “tree” is a symbol (signifier) that in the mind evokes the image or concept of a tree (signified), which in turn refers to a real physical object in the world, the tree itself (referent).
The Semiotic Triangle highlights that meanings are not intrinsic to the signs themselves, but emerge from the relationship between the sign , the concept it represents, and the real objects to which it refers. It is a crucial tool for analyzing how language and other sign systems function in human communication, highlighting the complexity and variability of message decoding in social and cultural interaction.
What you take home with Brand Positioning
The heart of Brand Positioning by Mariano Diotto is a meticulous and innovative analysis of the dynamics of modern branding. Culminating in the “15 Laws of Diamond”.
These laws, true archetypal structures, are designed to strike the consumer on a rational and emotional level, deeply exploiting neuromarketing. Each law, from the “curtain effect” to the “plot hole”, is a piece that contributes to building an incisive and memorable Cuba Email List 148622 Contact Leads brand narrative (storytelling), essential in an era of media overexposure and fierce competition.
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In this 2017 book, the author’s attention to neuromarketing is clear. Here Diotto introduces this branch of marketing to explain how brands can influence purchasing decisions in an almost subliminal way . Through the analysis of consumers’ emotional and cognitive reactions, neuromarketing allows us to refine communication strategies to make them more effective, using knowledge of the seven basic affective systems: from research to fear, from desire to care.
Brand Positioning is packed with real-world case studies and practical applications that demonstrate how these techniques have been successfully used by globally renowned brands
From Apple, Amazon, and Nike . These examples not only illustrate the success of brand positioning strategies, but also serve as an inspiring model for companies that aspire to reach similar heights of recognition and customer loyalty.
The Brand Positioning reader can therefore count on a detailed map full of food for thought to approach the complex universe of modern branding, leveraging semiotics, neuromarketing and storytelling to forge lasting bonds between brands and consumers.
Case Studies and Practical Examples in Brand Positioning
In Brand Positioning by Mariano Diotto, theory merges seamlessly with practice through a series of case studies that transform abstractions into concrete actions. Diotto does not limit himself to expounding principles; he shows with surgical precision how these translate into winning strategies. An emblematic example is the analysis of the relaunch of historic brands that, through the application of the “15 Diamond Laws,” have rediscovered a new vitality in today’s saturated market. And others that have instead been damaged or sunk.
Did you know that one of the most egregious and disastrous examples of branding failure in history is the attempted rebranding of the Gap brand in 2010 ? After 24 years of proven success, Gap decided to undergo a rebranding to infuse a sense of modernity into its logo. However, the result was far from well-received.
The new design eliminated the distinctive blue square
Replacing it with a small square positioned partially next to the brand name, thus completely losing its original meaning.
In the end, faced with general discontent, the brand was forced to backtrack, returning to its iconic blue box logo. The episode, well told by Mariano Diotto, underlines the vital importance of conducting an in-depth analysis of the corporate image and rebranding strategy before embarking on potentially risky changes in the market.
Another significant case study is the failure of Ferrero’s Gran Soleil . Despite its launch on the market with great fanfare, several factors combined, such as the high price masked by reductions in packaging and an advertising campaign considered invasive and ineffective, contributed to its failure.
Aggressive marketing efforts were perceived as a desperate attempt to sell an unwanted product, with a confusing brand identity that failed to establish an authentic connection with consumers . This case highlights the importance of a product that truly appeals to the public and brand communication that creates a genuine and lasting relationship with consumers.
Who is this book for?
Brand Positioning by Mariano Diotto represents an invaluable resource not only for marketing and communications students who wish to base their academic education on solid and innovative foundations, but also for entrepreneurs, marketing consultants and industry prof