Leading Indian experts in semiotics applied to marketing, Leapfrog Strategy Consulting recently launched a brand new website – www.leapfrogstrategy.com. The site aims to evangelize applied semiotics based on real experiences and tangible results delivered over the past ten years.
The chief semiotician and founder of Leapfrog Strategy Consulting, Ms. Hamsini Shivakumar, speaks wistfully that semiotics is not new at all: “Two years after our existence, Leapfrog Strategy had included applied semiotics in our proposals, as early as 2009. Two years later, in 2011, the semiotician with over a decade of experience co-founded Semiofest – a global conference on business semiotics that helps resolve interpretive conflicts and provides more accurate tools for social spaces. of creating meaning.
What is semiotics? For the beginner, semiotics is the study of signs and symbols and the meaning they represent. The linguist Ferdinand de Saussure of Switzerland was perhaps the first semiotician; he spent considerable time studying how the meaning of words (in a language) are encoded in the language. The link between symbols and signs and the meaning it forms as given by Saussure is still used by modern semioticians in their submissions. Charles Sanders Pierce, on the other hand, created a language-independent theory, that is, signs and sign interpretations applicable to all classes of signs – mathematical, visual, symbolic, etc. As part of their website and knowledge center, Leapfrog Strategy shares a plethora of beginner-level information while also catering to consumer insight experts. The site is like a bridge linking theory and practice in applied semiotics.
And what is semiotics for? Often users say one thing but actually mean another. It confuses the merchant or business owners regarding their communication strategy. In such cases, semiotic decoding helps paint a truer picture of what is going on in the minds of consumers. Another use of semiotics is simply to understand how certain individuals think in a changing culture. For example, our understanding of a mother’s role has changed over the years, she is no longer the dying but still cooking sacrificial mother that we used to deify in the days of Nirupa Roy. So perhaps communication to new mothers could now be about taking care of themselves, as opposed to the earlier notion of putting others first. Understanding these shifting heuristics in dynamic cultures helps us better understand our consumers, which translates into accurate and effective messaging.
The main attraction of the Leapfrog website is the knowledge center – https://leapfrogstrategy.com/learning-centre/ containing a comprehensive and in-depth column dedicated to color semiotics, video guides, reading material like articles , white papers, and even a list of books.
Overall, Leapfrog Strategy has four offerings. The first is that one can commission a semiotics study or a semiotics research, for example, the Mahindra group commissioned a study on the alpha male for their class of SUV cars. The second is branding where Leapfrog semioticians help re-imagine or rebuild a brand to make it more relevant for the future, for example, the work the team did for Chambor cosmetics following the 30 years of brand history and by mapping the changing contexts of user consumption. The third service they provide is Semiotic Inputs into Design, for example, they helped decode the design of the SugarFree Green packaging, and based on their input, their client Zydus Wellness’ sales were multiplied by at least minus ten. Finally, they train marketing professionals in the use of semiotics in their work.
Rasika Batra, one of the Leapfrog team’s semioticians, explains why the team is pioneering semiotics research that finds useful applications and proven results. She says, “The Leapfrog Strategy team is made up of top-notch experts, an entire team is working on the project, not just one person, so the client exponentially benefits from the collective eyes and minds. I think our background in strategy, especially Hamsini’s more than thirty years in advertising and consumer insights, makes our work highly feasible. »
www.leapfrogstrategy.com was launched on June 1, 2022.
To learn more about how semiotics is applied in marketing and advertising for brands and businesses, visit www.leapfrogstrategy.com
Leapfrog Strategy is a semiotic approach strategy consulting firm that provides holistic brand strategy to specific design inputs, from brand packaging to user experience or user interface (UI & UX) . The team helps clients identify their current issues within the category, with design, or with understanding the culture in which they operate. They then design an actionable solution based on research and analysis. To learn more about Leapfrog Strategy Consulting, visit – https://in.linkedin.com/company/leapfrog-strategy-consulting