EBSC7310 Knowledge Block 3 Reflection

In preparation for this third knowledge block session of the MDC unit I read through chapters three and four of our key reading "Using Semiotics in Marketing : How to Achieve Consumer Insight for Brand Growth and Profits". These chapters dived further into what it means to be skilled in semiotics and the importance of looking at the features of a text. I felt that this opened my eyes to where my focus should be when trying to dissect the content that is in front of me, whether it is an image, a piece of written text or a TV ad. Without realising it, this knowledge became very helpful during the lecture, allowing me to look at the semiotic meaning that may be placed behind a brands identity.

The knowledge block focused primarily on building a brand and understanding how information is communicated to you through design. I had a prior understanding of the brand iceberg model, but it was beneficial for me to have further discussions on the topic. This time around I could really link my learnings in semiotics to the top of the iceberg, which looks at the visual aspects of a brand. Since this is the part that the audience can see and affects how they form their opinion of the brand, it is an integral part of building a brand. I have always been very interested in the psychological component of this area, understanding what packaging and logo design will speak to potential consumers and seize their attention. However, we cannot forget that we have the perceived brand component, that is not necessarily seen by the audience but is equally important. This is the area of the iceberg I have had more practice with, whether it is identifying brand positioning or understanding the core values of the brand. Within the lecture, a discussion about overextending a brand and losing an identity came up, which I found intriguing. I had never really thought about the fact that companies like Calvin Klein may have more than one identity, and different audiences may only relate to one particular identity. This could make it confusing for consumers to truly understand the brand and their core values.

Another component of the knowledge block that I found very interesting was the way we touched on the psychological impact that music plays within advertising. I incorporate music in my day-to-day life and always find myself drawn to music that tells a relatable and touching story. This idea of storytelling with music is also looked out for within the advertising industry. Using music to evoke emotions within consumers makes your product or service memorable, especially if a prior connection was already established between the customer and the music. Going forward, I would like to incorporate audio more into my work and deepen my understanding of its impacts.

In general, I think this was a very insightful session and I can definitely see myself using the knowledge gained here for my future projects.