15 minutes | Nov 6, 2014

006 - The Meaning and Value of Brands | Duncan Berry Interview Part 1

Part 1 of 2-Part Interview Join Duncan Berry and Sandie Glass on The Innovation Cafe to hear this lively interview to understand what semiotics is, and how it unlocks the meaning and value of your brand or product. Semiotics is all about meaning - understanding the meaning of the package or product to the consumer. And meaning is the larger frame of reference for value. Value is the subset of meaning that produces action. You will learn: 1. Semiotics is the Logic of Signs 2. The Value Problem 3. How Value Reflects Meaning 4. How This Applies to the Innovator  
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