https://www.youtube.com/watch?v=DZKgBuZhfj8

This video presents a detailed introduction to semiotics and its application to marketing. It provides various examples of brands’ usage of semiotics and explores this way of understanding the relationships between brands and consumers.

https://www.youtube.com/watch?v=YJ0NikEqOiI

This TedTalk explores the importance of a brands’ ‘DNA’—a detailed, complex personality that separates a brand from its competitors. It provides ideas for marketers to improve brand strategy and presence.

https://www.youtube.com/watch?v=KEbwVA5CgkA

This short video from the University of Arizona looks at the ways nostalgia is used in advertising, especially around the holiday season. It considers why and how such nostalgia conjures up the illusory positive feelings it does.

https://www.youtube.com/watch?v=XhqAtRkHBs

This video considers the importance of brand communities, particularly in a digital age. It contends that brand communities are only going to become more prominent in the future, and how this may affect brands’ engagement with consumers.