Rezension
"In an age where influencer marketing, personalization and building positive social impact are the new mantras of marketing, Lawes' book is a priceless guide for marketers to make sense of the world that their consumers live in. Brilliant, incisive and a comprehensive look at using the principles of semiotics in marketing, this book is testimony to Lawes' mastery of the subject and her immense contribution to the world of semiotics." ("Shelley Sengupta, GM and Head of Insights, Pernod Ricard India")
"This book confirms why Lawes is one of the foremost industrial semioticians. It is a masterclass on the role of culture in consumer behaviour. If you are a researcher, this book is an essential part of your library. The second edition of Using Semiotics in Marketing adds three new chapters that link recent changes in the global socio-political context and the emergence of metamodernism. Lawes provides an insightful, actionable and entertaining comparison between generations with regards to how they process functional and emotional information, and translates this into how brands should think about designing product experiences and communications to be authentic and sincere." ("Dr Nick Harrington, Senior Director, Procter & Gamble")
"Dr Lawes' book goes much further than academic or professional standards. Her writing is emotional, touching, profound and delicate at the same time. And that reflects that semiotics is about culture before becoming a matter of marketing. Nevertheless, it is vital for consumer trends understanding and brand planning. Using Semiotics in Marketing is full of meaning. It is brilliant and compelling, both professionally and personally." ("André D’Abreu Pazin, Director of Customer Intelligence, Research and Strategy, LATAM Airlines")
"Business leaders talk about using semiotics in research, but do they actually know what it means? In this book all is revealed, and in a simple, practical and applicable way to boot. Using Semiotics in Marketing ultimately proves that semiotics meets the stature of its buzzworthyness and that leaders can gain differentiated insights by leveraging it, top down, bottom up and layered with other methods that help us investigate deeper into consumers and cultures." ("Joanna Lepore, Global Foresight Director, McDonald’s")
"Rachel Lawes writes with insightful brevity, but what makes this book shine is the incredibly useful techniques she offers for 'culture first' thinking. The 'Tree' technique in Chapter 6 has particularly inspired me in how to guide strategists to structure upstream thinking rooted in truisms. A gem of a book to reignite your approach to creative development." ("Lucy Crotty, Cultural Strategy and Insight Lead, ITV")
"This is a book that demands to be read (again and again), comfortably sat back with a note-taking device nearby, as we are invited to jot down our own reflections and ideas that will inevitably come. This second edition brings future applicability to all the learnings from the previous chapters, with a focus on key changes in consumer culture brought about by metamodernism. Rachel Lawes makes light work of explaining the values, needs and behaviour shifts that will define the future through the metamodernist lens. The insights are so compelling that you'd be forgiven for concluding that this shift is not just key for marketing into the future, but for adding value and meaning to all kinds of professional and personal relationships. If Rachel's book doesn't stir something inside you, you haven't read it right." ("Trish Rajo-Brea, Insights Professional and Capabilities Lead, Unilever")
"A fascinating and insightful read on an area of research which can often be underrepresented. Lawes makes a compelling case for the use of semiotics and the commercial impact it delivers. If you ever need to convince someone of the power of semiotics, make sure you give them a copy of this book. A must-read for marketers and insight professionals." ("Andrew Tenzer, Independent Insight and Brand Strategy Consultant, Reach plc")
"This highly awaited second edition of Using Semiotics in Marketing is written by a semiotics veteran. Dr Rachel Lawes knows the industry well! If you're a marketer, you need to read this book. If you're studying marketing, branding, retail UX and/or consumer behaviour, you need to read this book. With three new chapters on Generation Z, social change in the 'West' and the rise of emotions, the book is bang up to date. So, if you're in any way, shape, form or part of the 'digital ecosystem' (and I'd be surprised if you're not!) you must read this book. Like, now! What are you waiting for?" ("Professor (Dr) Zubin Sethna, Professor of Entrepreneurial Marketing and Consumer Behaviour, Regent’s University London")
"The publication of this second edition has given me the perfect excuse to revisit this seminal text on best practice in semiotics - written by one of the discipline's best practitioners. This is a book that should sit within arm's reach of everyone working in marketing, research and communication; in fact, anyone who needs to understand how people tick as part of their job. Filled with practical advice and fascinating examples, it is that unusual breed of textbook that you will fly through. This new edition applies the lens of the seismic cultural shifts caused by the pandemic and maturing of Generation Z. It is now even more imperative that you absorb its wisdom and insight. Meanwhile, we all need to hold our breaths for what will be the inspiration for a third edition!" ("Fiona Keyte, Planning Partner, Grey London")
"Using Semiotics in Marketing is a must-read for anyone committed to putting people at the centre of marketing. Dr Lawes manages to make a complex and nuanced practice approachable, and does so in a way that illuminates, rather than dulls, the pixie dust of semiotics. This effortless balance of the practical and the magical solidified my belief that Dr Lawes is an underutilized resource in our industry." ("Kim Einan, Chief Strategy Officer, Starcom")
