Topic: Resemiotizing towards a more emotionally resonant brand communication:  A quadrant analysis model


I demonstrate how brands, through their marketing and advertising strategies, grow over time to share one of four broad kinds of relationships with their audiences: 1) emotionally mature 2) needy for validation 3) manipulative, through the adoption of tactics such as virtue-signaling 4) inspiring a cult-like uncritical devotion.

I offer an overarching, structured approach towards understanding how brands might reposition their narratives as required, to keep pace with cultural trends and tackle¬†emergent need gaps. I propose a three-dimensional Cartesian model that accounts for 1) a brand’s understanding of its own self-worth, 2) its desire / willingness to exchange emotion vis-a-vis its audience and 3) how the relationship between audiences and brands changes over time.