Articles

• Semiotics and the Meaning of Meaning

  As a field, Semiotics goes beyond any single discipline, encompassing many features and skill sets. For aspects related to brand development, the elements of anthropology, linguistics, social sciences, and art history, among others, are especially relevant.

  What's in a Name?

  The brand name development process must be robust and capable of attaching specific meaning to what is often a broad set of challenges. Craig Swanson discusses three macro approaches that can be used to create a distinctive brand name.