Semiotics is a superpower for marketers. It's a proven, powerful method of uncovering consumer insight, tailoring brand strategies that work and generating profit for brands. Companies such as Unilever and P&G have attested to the success of Lawes semiotics in stimulating innovation and boosting sales. Now newly updated, this second edition is packed with even more revelations about brands, consumers and their emerging needs. Three new chapters reveal the unseen social forces that drive the Be Kind movement, public appetite for sincerity and the emotions of younger generations. Using Semiotics in Marketing is an acclaimed how-to guide that makes semiotics accessible. It ensures all agency-side and client-side marketers can pick up the skills to use and apply semiotics to brands and is the only book on semiotics ever published that sets out a complete blueprint for research projects. This is your one-stop guide to learn how to write briefs and proposals, design projects, conduct analysis, write reports and present research findings. Start using semiotics today. Position and launch new brands, rejuvenate established ones, design products and packaging and inspire timely and provocative ad campaigns. See the future. Innovate. "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