Semiotics is the new superpower for marketers. This new edition sheds new light on consumers and the world they live in, stimulates creativity and innovation, guides brand strategy, and finds solutions to a plethora of marketing problems. Marketers aiming to introduce new brands and reposition or revitalise current ones will benefit from using semiotics in marketing. This book is a clear and useful resource on how to take use of the enormous possibility that semiotics offers in what can seem like a difficult and esoteric field. This book will cover important subjects like how to conduct research using semiotics, as well as semiotic thinking tools for analysing language, images, and other signs. Newly updated, this second edition includes three brand new chapters on researching digital culture and applied semiotics looking at brand and branding and storytelling in marketing communications. Written by one of the original founders of commercial semiotics, Using Semiotics in Marketing outlines precisely what semiotics is, why it matters and how it enables marketers to tap into consumers like never before. This results in better ads, websites, packaging and social media content - ultimately driving brand growth and profits. It also demonstrates how to run a successful commercial semiotics project from commission and design right through to analysis of results.