Discovering the corporate semiotic landscape - A process to unterstand collective collaborative interpretations.

Seite 1 www.bessere-kommunikation.com
DISCOVERING THE CORPORATE SEMIOTIC LANDSCAPE - A PROCESS
TO UNDERSTAND COLLECTIVE CORPORATE INTERPRETATIONS
ICoN2016 – International Congress on Numanities
Kaunas, 25.5.2016
Source:photocase.com

Table of Contents
1. About KMB |
2. The Problem of Positioning
3. Our tool – Semiotics in
Practice
- Top Management
- Middle Management
4. Semiotics
5. Discussion
Source:photocase.com

SOMETHING ABOUT KMB |

KMB|Dr. Klaus M. Bernsau – scientific
• Dr. Klaus M. Bernsau: Studies of Communication Sciences,
German Literature, Marketing, Physics, Sociology and Information Management
• Magister (M.A.) degree in Communication Sciences, topic:
“Signs for Sale – Coca-Cola’s Marketing in semiotic perspective”
• Dr. phil. degree : “Changing economic structure means changing social meaning –
Regional Marketing in the Ruhr area”
• For almost 20 years teacher and researcher at the University Duisburg Essen and
recently at the Brand Academy Hamburg, University of applied science.
• Main interests: Corporate Communication, Communication Theory, and Applied
Semiotics
• Various presentations and publications about the theory of corporate
communication in today’s globalizing media society
• Frequent visitor of Imatra’s Semiotic Summer School
• Second time in Kaunas at the ICoN
• Member of the advisory board of the German Semiotic Association (DGS)
– topic: economy and management

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-sized companies
• Branches: automotive, energy, finance, retail/FMCG, industry, IT/telecom, logistics,
pharma, fashion
• Four employees: graduated media and communication managers
• Focus: Optimizing communication by applying semiotic and communication theory
• More under: www.kommunikation-kmb.de
[sorry, it’s in German ]

KMB|Our Main Topics
Positioning
Designing
Communication
Processes
Optimization
Communication
Results
Semiotics

KMB|That‘s Where We Work on Positioning
WorkWear
Gas Stations
IT-Consulting
Recycling
Source: http://www.bp-online.com/ Source: https://www.bpbonusclub.at/
Source: https://www.linkedin.comSource: http://www.alba.info

THE PROBLEM OF POSITIONING
Companies have to
stand out in
this environment!
Source:photocase.comSource:photocase.com

The Problem of Positioning – Classical Theory of Positioning
Envisioned
situation
Actual situation
Dimension A
Dimension B
Often, there are
too many obstacles
in the way
And even the starting
point may be unclear
?

The Problem of Positioning: Resonance Frequency
Source: https://www.youtube.com/watch?v=XggxeuFDaDU

OUR TOOL – SEMIOTICS IN PRACTICE
Source:istock.com

Our Tool – Positioning: Key Factors
FirstWorkshop
10-20Top
Managers

Our Tool – Elaboration of Corporate Benefit: Self-evaluation
Customer ImportanceCorporate Competence

Our Tool – Elaboration of Corporate Benefit:
Comparison – Corporate Benefit and Customer Needs
Die Rangreihenfolge
der Top-10
Leistungsmerkmale
Leistungsmerkmale
Mittelwert
Interseroh
Leistung
Mittelwert
Kunden
Wichtigkeit
Quadrant
Verantwortungsbewusstsein 4,58 4,60TOP
Variable Preismodelle 4,44 4,75TOP
Empfehlbarkeit (Auftraggeber an andere Kollegen, Unternehmen) 4,36 4,27TOP
Kunden-Beziehungen 4,33 4,73TOP
Branchenerfahrung (Branche der Kunden) 4,27 4,68TOP
Verlässlichkeit 4,08 4,82TOP
Ehrlichkeit 4,00 4,80TOP
Motivation (der Mitarbeiter) 3,94 4,41TOP
Sicherheit (einer Entscheidung für Interseroh) 3,89 4,73TOP
Preis-Leistungs-Verhältnis 3,83 4,70TOP
Eigene besondere Prozesse (Tools/Maschinen) 3,67 4,50TOP
Innovationskraft 3,67 4,33TOP
Engagement (der Mitarbeiter) 3,54 4,82TOP
Strategische Kompetenz 3,50 4,32TOP
Preisstellung 3,50 4,64TOP
Kreativität 3,43 4,00GEFAHR
Qualität (der Services von Interseroh) 3,42 4,92GEFAHR
Vertrauen (in Interseroh) 3,38 5,00GEFAHR
Kundenorientierung 3,36 4,90GEFAHR
Legende:
• Sortierung nach der Bewertung
bei eigener Leistung
• Roter Zahlenwert bedeutet Wert
unter Gesamtdurchschnitt 3,5
• Top bedeutet: Leistung und
Wichtigkeit über Durchschnitt
• Kür bedeutet: Leistung über,
Wichtigkeit unter Durchschnitt

Our Tool – Elaboration of Corporate Benefit: Capacity vs.
Importance
• What customers deem important isn‘t always congruent with the corporate strengths
• The discrepancy fits into the following matrix:
High Importance Low Importance
Competence
positive Top
Additional
benefits
Competence
negative Danger Insignificant

Our Tool – Elaboration of Corporate Competence:
Elevator Pitch
Source: istock.com

Our Tool – Outcome: Elevator-Pitch

Our Tool – Elaboration of Corporate Tonality:
Your company as a person
Please describe your company as a person
with human characteristics!
- between 5 and10 characteristics
- per participant
- each characteristic on a single card
Source: photocase.com

Our Tool – Elaboration of Corporate Personality:
Company as a person

Please classify these
characteristics according
to the three limbic pillars
„balance“, „dominance“,
„stimulant“.
Our Tool – Elaboration of Corporate Tonality:
Classification based on the Limbic Map
Stimulant Dominance
Balance
Quelle: http://www.nymphenburg.de/limbic-map.html

Our Tool – Elaboration of Corporate Personality:
Company as a person in the Limbic Map
seriös
Eher nüchtern
Etwas
unscheinbar
schüchtern
erfahren
dynamisch
teuer
gehemmt
gut
offen
naturbewusst konservative
Kleidung
Auf hohem
Ross sitzend
Bauchladenver
käufer (Vom
Streichholz bis
Google Glass)
Dominance
gehemmtgehemmtprofessionell
gehemmtgehemmtkompetent
gehemmtgehemmtehrlich
sachlich
einfühlsam
loyal
partnerschaftlich
umweltbewusst
bodenständig
Flexibel
gesund
fair
zugewandt
ökologisch Etwas
gemütlich
unmodern
sachorientiert
gehemmtgehemmtpragmatisch
Nettdurcheinander
verwirrt
„Kümmerer“
(mit Potenzial)
kundenorientiert
Etwas in die
Jahre
gekommen
Midlife-Crisis,
Orientierung?
kommunikativ
gehemmtgehemmtmännlich
gehemmtgehemmtlösungsorientiert
gehemmtgehemmtfreundlich
Smart
vielfältig
neugierig
lustig
40 Jahre alt
entwicklungsfähig
wertvoll
sympathisch
Stimulant
gehemmtgehemmtaufmerksam
gehemmtgehemmtKreativ
innovativ
Sehr aktiv
intelligent
analytisch
Balance
emotionslos

Our Tool – Elaboration of Corporate Iconography:
Corporate-Collage
Source: istock.com

Our Tool – Elaboration of Corporate Visual World:
Results of Group Work

Our Tool –Positioning as the Result of the First Workshop
RATIO EMOTIO
OUTSIDE|APPERANCEINSIDE|REALITY
We are responsible for the running
and the support of IT systems. Due
to our motivation and our innovative
ideas customers benefit to the
highest possible degree.That‘s why
they keep returning to us.
A lovable and
smart repairman.
Ambitious,
caring. He can
solve any
problem
whatsoever. A
good friend to
have adventures
with.

Our Tool – The Method Offers the Following
Dimensions of Corporate Interpretation:
2. Corporate
Competence
– Who am I?
1. Corporate
Benefit
– What do I
offer?
3. Corporate
Tonality
– How am I?
4. Corporate
Iconography
– How do I
perform?
RATIO EMOTIO
OUTSIDE|APPERANCEINSIDE|BEING
COMMUNICATEDIFFERENTIATE
rational
visualfunctional
emotional

Our Tool – Review by Middle Management
SecondWorkshop -
80 Middle Managers

Our Tool – Review of Middle Management
Examples: maximum 5,
• Where would you situate your company/department in this matrix?
• What do you associate with this positioning?
• How can you transfer this positioning to your company/department?
Further development: maximum 5.
• In which areas has your company/department already progressed further?
• How would you like the positioning to manifest in your company/department?
• How would you like to develop your company/department based on the positioning?
Obstacles: maximum 5.
• Which problems do you see in implementing what benefits your positioning?
• What could possibly block further development?
• What would you like to change or what would you like to get rid of?
4 sections - 3 questions - 5 cards – 5
minutes

Our Tool – Review of Middle Management:
the Extensive, Essential and Detailled Feedback
+

!
+

!
51
105
38
33
63
66
79
34
18
66


+

!
+

!
50
85
27
6
47
45
51
33
3
33


Simple match
 new, but compatible
with the description
further development
necessary+  direct contradiction attention!
!

Our Tool – Intended Project
Okay byTop-Management
For all future
communication decisions
New targetgroups, new markets, new products etc.
All communication activities and media
fit the positioning agreed to
MaßnahmenCheck
Development of specific means towards the
strategic gools – starting on the positioning and
using the coporate resonance frequency
Measures
Basis Strategic Goals

WHAT HAS THIS TO DO WITH SEMIOTICS?

The Semiotics – Peirce‘s Classification of Signs
Sign

Sender
(expressive)
Receiver
(conative)
Sign
Message
(poetic)
Context
(referential)
Contact
(phatic)
Code
(metalingual)
The Semiotics – Communicative Dimensions of Jakobson

The Semiotics – Dimensions of Corporate Semitiotic Landscape
R I
O
rational
visualfunctional
emotional
WHAT DOYOU
THINK?

The Semiotics – Dimensions of Corporate Semitiotic Landscape [B]
2. Corporate
Competence
– Who am I?
1. Corporate
Benefit
– What do I
offer?
3. Corporate
Tonality
– How am I?
4. Corporate
Iconography
– How do I
perform?
RATIO EMOTIO
OUTSIDE|APPERANCEINSIDE|BEING
COMMUNICATEDIFFERENTIATE
Message
(poetic)
Receiver
(conative)
Contact
(phatic)
Sender
(expressive)
Context
(referential)
Code
(metalingual)

Seite 35 www.bessere-kommunikation.comwww.bessere-kommunikation.com
Any Further Questions?

The complete
presentation has been
made available for you
on the following slide:

Thank You for Your Attention!

Contact Information
KMB | Dr. Klaus M. Bernsau
Konzept | Management | Beratung
für Unternehmenskommunikation
Äppelallee 27
65203 Wiesbaden, Germany
Tel. +49-611- 88 04 3675
Fax +49-611- 88 04 3678
Mobil +49-178-2376728
(0178-Bernsau)
E-Mail kmb@kommunikation-kmb.de
Web www.kommunikation-kmb.de
facebook.com/KMB.Kommunikation
twitter.com/KMB_zwitschert
©pictures:KMB,AlexaSommer,iStock.com,Photocase.comandWorldWideWebwhereshown

Discovering the corporate semiotic landscape - A process to unterstand collective collaborative interpretations.

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Discovering the corporate semiotic landscape - A process to unterstand collective collaborative interpretations.