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Leapfrog Articles | Aligning Brand, Cultural Semiotics and Brand Repositioning

Price Signalling: A Fine Balancing Act of Interpretation

Recently, I repeat watched a stand-up comedy episode by Deepika Mhatre, who works as a maid in Mumbai, who also tried her hand at stand-up comedy.  Through several of her stories, she highlights the way price acts as a social signal and a quality signal in her day to day experience. (Watch the episode here:… more >

Three Reasons to call a Semiotician and buy a piece of Semiotic Research.

I had a conversation recently with the head of CMI of a large Indian corporate, who had bought a piece of semiotics research a while ago.  We were discussing semiotics vs. the qual and quant research that he is so used to buying all the time.  That’s when I realized, to be honest, that he… more >


COLOURS AND CULTURE By Hamsini Shivakumar Holi, the festival of colour has just come and gone.  That makes it a good time to reflect on the connection between culture and colour.  In a previous post/article, I had tackled the misperception of colour meanings being fixed in the mind through a mental process and stated that colours are… more >

Wrong turn photoshoot analysis

Nothing makes an artist feel doomed in the age of social media validation like not receiving a strong response to their work. Which probably explains all the content that comes under heat for being ‘socially offensive’. But how often do you see these discussions ever reaching a conclusion, what with the artist firmly denying any… more >

Do English and Hindi words refer to the same thing?

If we compare the two compound words, Demonetisation and Note Bandi, are we referring to the same thing?  According to the dictionary, yes.They both refer to the act of revoking the value of currency, thereby rendering it an unacceptable medium of exchange. And yet, in their connotations and the image that they each evoke, they… more >

The Difficulty of Being Good

The drive to acquire power is hardwired into Homo Sapiens, especially the male of the species.  In this respect, we are quite similar to our closest ape relative, the chimpanzee.  The famous Dutch primatologist, Franz De Waal has written several books based on his observations of Chimpanzee groups in captivity and their power politics as… more >

Catalysing culture changes: What does Semiotics have to do with it?

In last week’s piece, I had identified 7 distinct culture change processes that were activated in the cross-cultural encounter between British/Western classical and South Indian classical music. What was interesting was that these culture change processes are visible in our country even today. So these are indeed enduring patterns of change that emerge from time to time in different… more >

Culture change processes and Marketing: What’s the Connection? Part 1

Many marketers who are trying to develop and grow new or even established categories are directly or indirectly engaged in bringing about cultural change. This is particularly true in the Indian context as millions of consumers from rural and small town backgrounds enter the consumption cycle for many products and services that were never part of… more >

Your English Teacher Was Right. Everything Holds a Deeper Meaning. And Here’s Why.

Flashback time. Late 90s. A dozen employees sit scattered under ceiling fans that swivel soundlessly except for the occasional clicking noise. Atop each desk sit a number of standard items. Two large trays tasked with holding the files that come more than they and go; one labelled ‘IN’ and the other ‘OUT’. A half-used ink… more >

Breaking through into hyper-competitive markets: Is more consumer testing the answer?

At present, two facts are beyond dispute. First, the economy is slowing down; both in terms of consumer demand and private investment. This means that there currently exists no rising tide to lift all boats. Second, and simultaneously so, the number of options available to the consumer have gone up substantially. Ten years ago, there… more >