{"id":7547,"date":"2022-06-17T01:49:25","date_gmt":"2022-06-17T06:49:25","guid":{"rendered":"https:\/\/www.semiofest.com\/2020\/?page_id=7547"},"modified":"2022-06-17T01:49:25","modified_gmt":"2022-06-17T06:49:25","slug":"martha-arango-hanna-hollander","status":"publish","type":"page","link":"https:\/\/www.semiofest.com\/2020\/martha-arango-hanna-hollander\/","title":{"rendered":"Martha Arango &amp; Hanna Holl\u00e4nder"},"content":{"rendered":"<p><strong>Martha Arango \u2013 <\/strong>semiotician, Master of Science in Social Communication from UNAM Mexico.<\/p>\n<h3>Pioneer introducing semiotics in the marketing research branch in Sweden.<\/h3>\n<h3>More than 25 years of experience as Semiotician developing brand strategies and communications platforms. Martha has worked with a wide spectrum of markets with both local and global brands with clients such as The Forest Industries, IKEA, Colgate, Nivea among others.<\/h3>\n<p><strong>\u00a0<\/strong><\/p>\n<p><strong>Hanna Holl\u00e4nder \u2013 <\/strong>Research Director, Master of Political Science at Uppsala University.<\/p>\n<p>CEO and Research Director at Beyond Research.<\/p>\n<p>More than 15 years of experience in qualitative research methods and insight-based brand and communication strategy.<\/p>\n<p>Hanna has worked with a wide spectrum of markets, specialized in the public sector with clients such as The Swedish Public Television, Swedish Crime Victim Support Authority and The Swedish Armed Forces.<\/p>\n<p>&nbsp;<\/p>\n<p><strong>Topic:<\/strong> Case Study- Swedish Motormen\u00b4s National Confederation; a re-semiotization of the brand.<\/p>\n<p>&nbsp;<\/p>\n<p>The Swedish motoring organization \u201cMotorm\u00e4nnens Riksf\u00f6rbund\u201d wanted to expand the organization\u2019s membership to younger members and women as the current members were older men. A re-profiling was required, which involved a change of name and logo.<\/p>\n<p>An interdisciplinary project was carried out with focus groups combined with a semiotic analysis of the name and the logo proposed by the client.<\/p>\n<p>The semiotic result showed that both logo and the proposed name \u201cMotor\u201d gave mostly rational signals. The name was not suitable as it reinforced the masculine signals of the logo.<\/p>\n<p>The focus groups showed that the target groups found the brand old fashioned. They wanted to see modern brand values: feminine and environmental.<\/p>\n<p>Semiotics contributed with the guidelines for a new name \u201cM\u201d that emerged from a traffic sign called \u201cMeeting Place\u201d with soft connotations. The combination with the hard values of the logo created the expected tension. The new name could even signal \u201cenvironmental\u201d with the M of \u201c<strong>M<\/strong>ilj\u00f6\u201d.<\/p>\n<p>The semiotic outcome successfully provided the codes to develop the brand and ensured the cultural relevance of the logo.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Martha Arango \u2013 semiotician, Master of Science in Social Communication from UNAM Mexico. Pioneer introducing semiotics in the marketing research branch in Sweden. More than 25 years of experience as&#8230;<\/p>\n","protected":false},"author":86,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"class_list":["post-7547","page","type-page","status-publish","hentry"],"_links":{"self":[{"href":"https:\/\/www.semiofest.com\/2020\/wp-json\/wp\/v2\/pages\/7547","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.semiofest.com\/2020\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/www.semiofest.com\/2020\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/www.semiofest.com\/2020\/wp-json\/wp\/v2\/users\/86"}],"replies":[{"embeddable":true,"href":"https:\/\/www.semiofest.com\/2020\/wp-json\/wp\/v2\/comments?post=7547"}],"version-history":[{"count":1,"href":"https:\/\/www.semiofest.com\/2020\/wp-json\/wp\/v2\/pages\/7547\/revisions"}],"predecessor-version":[{"id":7548,"href":"https:\/\/www.semiofest.com\/2020\/wp-json\/wp\/v2\/pages\/7547\/revisions\/7548"}],"wp:attachment":[{"href":"https:\/\/www.semiofest.com\/2020\/wp-json\/wp\/v2\/media?parent=7547"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}