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„Mission – Meaning – Motivation“ Communication and signs of sites and places
in the context of international brand communication"
Inputs for the Open Laboratory on Corporate Signs, Brands and Communication
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KMB|Dr. Klaus M. Bernsau – scientific
• Dr. Klaus M. Bernsau: Studies of Communication Science, German Literature,
Marketing, Physics, Sociology and Information Management
• Magister (M.A.) degree in Communication Science about “Signs for Sale – Coca-
Cola-Marketing looked upon in a semiotic way”
• Dr. phil. degree about “Changing the economic structure as changing the social
meaning – Regional-marketing of the Ruhrgebiet”
• For almost 20 years teacher and researcher at University Duisburg Essen
• Main subjects: Corporate Communication, Communication Theory,
and Applied Semiotics
• Different presentations and publications about the theory of corporate
communication in nowadays globalizing media society
• Frequent visitor of Imatra’s Semiotic Summer School
• Member of the advisory board of the German Semiotic Association (DGS)
– topic: economy and management
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KMB|Dr. Klaus M. Bernsau – professional
• Dr. Klaus M. Bernsau: over 20 years experience as consultant
and conceptionist in advertising and marketing
• Founder and owner of the consultancy “KMB |
Konzept • Management • Beratung für Unternehmenskommunikation”
(i.e. Concept Management Consulting for Corporate Communication C4)
• Clients: Coca-Cola, ContiTech, Deutsche Bahn, Deutsche Post, L’Oréal, Opel,
Rewe, but also many small and middle seized companies
• Branches: automotive, energy, finance, retail/FMCG, industry, IT/telecom,
logistics, pharma, fashion
• Three employees: graduated media and communication managers
• Focus: Optimizing communication by applying semiotic and communication
theories
• More under: www.kommunikation-kmb.de
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Applied Semiotics by KMB
• The big sign-history to understand
• The (automatic) controlling tool to manage
• The semiotic experiment to decide
• The semiotic workshop to innovate
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I HH
A little piece of commercial and cultural semiotics
• Brand Academy
• Brand Designers & Managers
• Located in Hamburg/Germany
• Designers & Managers of
Meaning, Mission, Motivation
• I HH • What (Meaning)
• Why (Mission)
• To what respect (Motivation)
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I HH means „I“ English
In which language (except German) are you able to talk freely?
English
French
Russian
Other
languages
No other language
Englisch
Spanish
Turkish
Italian
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I HH means „I“ English Bavarian
time: 0:03
In which language (except German) are you able to talk freely?
English
French
Russian
Other
languages
No other language
Englisch
Spanish
Turkish
Italian
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I HH means „heart“ or „have a heart for“ or „love“
anatomical
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I HH means „heart “ or „have a heart for“ or „love “
Stylized ivy as a sign of
affection during the
time of Minne
In Pop-Art alive until
now
Holy Teresa
of Avila
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I HH means „Hansestadt Hamburg“ Good German adminstrative logic Enriched by local knowledge
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Transition from semantic to pragmatic
Have a look into the dictionary or
“the book of signs“ can be valuable, but
• does „I HH“ sell more sticker?
• does „I HH“ lures more investors
or new residents
And this question raises 1.000 times:
http://www.investlithuania.com/ http://lietuva.lt
Newly published campaign
in my hometown
Wiesbaden/Germany:
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Transition from semantic to pragmatic
Have a look into the dictionary or
“the book of signs“ can be valuable, but
• does „I HH“ sell more sticker?
• does „I HH“ lures more investors
or new residents
• And this question raises
1.000 times:
Ludwig Wittgenstein (1889 – 1951)
„A word‘s meaning follows is its
actual use.“ (Translation KMB*)
(Philosophische Untersuchungen)
*the meaning of a word is its use
in the language game. L.W. P.I. §43
http://www.investlithuania.com/ http://lietuva.lt
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sender receiver
Short story of communication theory in graphics
Shannon/Weaver (1948)
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Short story of communication theory in graphics
sender receiver
content
relationship
Watzlawick/Beavin/Jackson (1969)
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Short story of communication theory in graphics
sender receiver Zeichen
content
relationship
text
meta text
Jakobson (1960)
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Short story of communication theory in graphics
home
home
Rusch (1994)
HH HH
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sender receiver
content
relationship
text
context
sender receiver
content
relationship
text
context
Short story of communication theory in graphics
sign
sign
Bernsau (1997 ff.)
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Pragmatic
"Consider what effects, that might
conceivably have practical
bearings, we conceive the object
of our conception to have. Then
our conception of these effects is
the whole of our conception of
the object" (CP 5.2).
Peirce‘s Pragmatical Maxim
Charles S. Peirce (1839 – 1914)
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External
sources
valuation
material
structure
interpretation
Formal language
language of the forms
Product cluster
brand-/
product-
stories
Key elements
SWOT
recommendation
Yes we can! A open-minded and solution-oriented method in the theory of communications and signs
19
Empirically communication science
Neuroscience
Humanities
Bernsau (1997 ff.)
Image science
Media science
Cultural studies
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Places as international brands
• Tourism- und site-advertising
– „War for Visitors“
– „War for Talents“
– „War for Investors“
• Places as signs with
– original internal interpreters (residents)
– external interpreters (target group)
• The international aspect as fundamental challenge
– for consumer brands partially still new
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Places as international brands
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Two interpretations compete – the global and the local
More
than
50 %
20 % till
50 %
10 % till
20 %
4 % till
10 %
1 % till
4 %
Less
than 1 % No data
Immigrant share:
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Sign flows in the Global Village
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Sucess knows how to read the signs
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The signs of the Global Village
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Back to places as international brands
I HH
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What works?
• Emotional images
• Fixed shape archetypes
• Medially 1000 times learned
shortcuts
• Sometimes a creative idea
• The mere life experience with:
famous / popular / most livable
cities
But it‘s always good for a bigger
semiotic research project
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Lessons learned (1)
• Origin of the sign „I HH“
• Places are (brand-)signs
• Different interpretations compete
(local – global) for companies as well
• We have at least14 determining factors
of signs and communications
• Communications sciencs as open-minded
and solution-orientied system
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Lessons learned (2)
• We can work out,
– What a sign can mean
– From whom it could be understood
– Under which circumstands or
– For whatever reasons
– With which effects
• That helps!
– Designers
– Enterpreneurships
– Scientist & Researches
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Kontaktdaten
KMB | Dr. Klaus M. Bernsau
Konzept | Management | Beratung
für Unternehmenskommunikation
Biebricher Allee 29 D-65187Wiesbaden
Germany
Tel. +49-611- 88 40 3675 Fax +49-611- 88 40 3678 Mobil +49-178-2376728 (0178-Bernsau)
E-Mail [email protected] Web www.kommunikation-kmb.de
Bilder: KM
B, Ioa
nna Terharn, p
hotocase.co
m, istockp
hoto.co
m, ph
otolia bzw
. Die
untersuchten U
nterne
hmen
und
Marken
KMB|We look forward to you!
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