http://brandmaster.wordpress.com/2008/02/29/brand-semiotics/ Thoughts and ideas on branding and brand development in a digital world. Fri, 02 Oct 2009 12:49:52 +0000 http://wordpress.com/ hourly 1 http://brandmaster.wordpress.com/2008/02/29/brand-semiotics/#comment-20 brandmaster Mon, 03 Mar 2008 12:53:12 +0000 http://brandmaster.wordpress.com/?p=30#comment-20 I do agree, but the worrying point is that many place far too much importance on the signifier assuming that somehow they can change the underlying signified. We have all seen the government departments that try to repackage an ailing system with a new brand name or logo, while not addressing the service fundamentals. I do agree, but the worrying point is that many place far too much importance on the signifier assuming that somehow they can change the underlying signified. We have all seen the government departments that try to repackage an ailing system with a new brand name or logo, while not addressing the service fundamentals.

]]> http://brandmaster.wordpress.com/2008/02/29/brand-semiotics/#comment-19 withoutthought Fri, 29 Feb 2008 19:24:25 +0000 http://brandmaster.wordpress.com/?p=30#comment-19 Is semiotics ever this simple? Very interesting post but I would imagine that the two issues are symbiotic. After all, the signified and the signifier all make up the symbol. Surely one cannot exchange one without first addressing the other. As you say, the power of the signifier all depends on its context within the diachronic (signified) but the choice of signifier is crucial for creating the dissonance that completes the symbol. You cannot successfully have the one without the other. Is semiotics ever this simple? Very interesting post but I would imagine that the two issues are symbiotic. After all, the signified and the signifier all make up the symbol. Surely one cannot exchange one without first addressing the other. As you say, the power of the signifier all depends on its context within the diachronic (signified) but the choice of signifier is crucial for creating the dissonance that completes the symbol. You cannot successfully have the one without the other.

]]>