Retirement Village: Semiotic analysis of logo and brand assets
New Lives Of Older Australians
Susan Bell Research was asked by an agency client to conduct a semiotic analysis for a retirement village brand. To do this we explored the ‘distinctive assets’ used by the brand – the symbols, shapes, colours, language and touchpoints across their communications. This research also assessed the organisation’s logo and made recommendations for change.
We also analysed cultural representations of ageing.
A key insight: marketers providing products and series to the older market need to be clear in their own minds about the difference between physical changes that naturally occur with ageing, and the limits on older people imposed by a culture that expects them to be inactive, cute, or dependent.
Desk-based analyses like this reveal insights that are difficult to achieve from conventional research.
To find out how semiotic research can benefit your organisation, contact Sue
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