{"id":3056,"date":"2021-02-17T07:00:11","date_gmt":"2021-02-17T06:00:11","guid":{"rendered":"https:\/\/sweetspot-studio.com\/?p=3056"},"modified":"2021-02-17T07:00:11","modified_gmt":"2021-02-17T06:00:11","slug":"deepdive-symbole","status":"publish","type":"post","link":"https:\/\/sweetspot-studio.com\/en\/deepdive-symbole\/","title":{"rendered":"Deepdive: Symbolkraft von Marken"},"content":{"rendered":"<p><script class=\"podigee-podcast-player\" src=\"https:\/\/player.podigee-cdn.net\/podcast-player\/javascripts\/podigee-podcast-player.js\" data-configuration=\"https:\/\/sweetspot.podigee.io\/14-neue-episode\/embed?context=external&#038;token=wWolDS0MAM3CFvrBVLf7jA\"><\/script><\/p>\n<p>&nbsp;<\/p>\n<p><strong>Deepdive: Symbolkraft von Marken<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">\u00a0<\/span><\/p>\n<p><i><span style=\"font-weight: 400;\">Erfolgreiche Marken haben immer eine symbolische Kraft: sie stehen f\u00fcr bestimmte Werte, Qualit\u00e4ten oder einen Lifestyle, der mit dem Publikum resoniert. Das beginnt bei Name oder Logo und reicht bis in die Erfahrungen, die man als Kunde pers\u00f6nlich macht. In diesem Deepdive bekommst du Inspiration und Impulse, wie du als Unternehmerin, Kreativer oder Personenmarke die Kraft von Symbolen f\u00fcr dich nutzen kannst.<\/span><\/i><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Umgangssprachlich werden Zeichen und Symbole synonym verwendet. F\u00fcr diesen Deepdive m\u00fcssen wir genauer hinschauen und kl\u00e4ren daher zun\u00e4chst den Unterschied zwischen den beiden Begriffen. Zeichen deuten immer auf etwas hin, sie m\u00fcssen unterscheidbar sein und ihnen wird immer eine klare Bedeutung zugesprochen. Ins Design \u00fcbersetzt w\u00e4ren das z.B. Icons, Zeichen mit einer klaren Bedeutung.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Symbole hingegen fungieren als Sinnbilder und Bedeutungstr\u00e4ger, sie m\u00fcssen je nach Kontext und Situation aktualisiert und interpretiert werden. Symbole sind uns bereits im Deepdive zum Thema Storytelling begegnet, unter anderem als Archetypen. Bekannte Symbole sind die blaue Blume der Romantik oder die wei\u00dfe Friedenstaube.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">F\u00fcr Marken spielen Symbole eine zentrale Rolle. Das beginnt bereits beim Namen und Logo, geht \u00fcber Farben und Bilderwelt bis hin zu den Momenten, in denen Kunden ihnen digital oder physisch begegnen. Wof\u00fcr steht ein Unternehmen oder ein Produkt, welche Symbole werden verwendet, um mit den Kunden auf emotionaler oder intellektueller Ebene zu resonieren? Erfolgreiche Brands haben immer eine Symbolkraft, mit der sich Menschen identifizieren k\u00f6nnen. Die Basis f\u00fcr sind Werte, Ziele und Empathie f\u00fcr die Bed\u00fcrfnisse der Kunden.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Besonders spannend wird es da, wo Symbole eine Abgrenzung schaffen und trotz der Sinnbildhaftigkeit eine Eindeutigkeit erzeugen m\u00fcssen. Denn um anschlussf\u00e4hige Symbole zu kreieren, m\u00fcssen wir ihnen Freiraum und Interpretationsspielraum lassen. In der Episode schauen wir uns ein paar Marken f\u00fcr ihre Symbolhaftigkeit an und ich gebe einen Blick hinter die Kulissen unserer Marke, dem Sweetspot Studio.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Um etwas mehr Kontext zum Thema Symbole zu bieten, fragen wir den Philosophen Ernst Cassirer, warum er den Menschen als \u201cSymbolbildendes Wesen\u201d bezeichnet hat und bl\u00e4ttern durch die Buchempfehlung \u201cDer Mensch und seine Zeichen\u201d von Adrian Frutiger, in dem er die Historie unserer Zeichen- und Symbolwelt darlegt. Ein Must-have f\u00fcr alle Gestalter und Designer.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Werft ein Ohr rein in die Welt der Zeichen und Symbole, erfolgreicher Marken und erfahrt, was das alles mit Tattoos und indischen Wandteppichen zu tun hat.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><strong>S\u00fc\u00dfes, sonst gibts Saures: Die Shownotes\u00a0<\/strong><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Buchempfehlung: \u201cDer Mensch und seine Zeichen\u201d von Adrian Frutiger<\/span><\/p>\n<p><a href=\"https:\/\/www.verlagshaus-roemerweg.de\/Marix_Verlag\/Adrian_Frutiger-Der_Mensch_und_seine_Zeichen-EAN:9783865399076.html\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">https:\/\/www.verlagshaus-roemerweg.de\/Marix_Verlag\/Adrian_Frutiger-Der_Mensch_und_seine_Zeichen-EAN:9783865399076.html<\/span><\/a><span style=\"font-weight: 400;\">\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Mehr zu Symbolen bei der Gesellschaft f\u00fcr wissenschaftliche Symbolforschung<\/span><\/p>\n<p><a href=\"https:\/\/www.symbolforschung.org\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">https:\/\/www.symbolforschung.org\/<\/span><\/a><span style=\"font-weight: 400;\">\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Tiefer eintauchen in die Philosophie des \u201cAnimal symbolicum\u201c von Ernst Cassirer:<\/span><\/p>\n<p><a href=\"https:\/\/www.grin.com\/document\/180163\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">https:\/\/www.grin.com\/document\/180163<\/span><\/a><span style=\"font-weight: 400;\">\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p><a href=\"https:\/\/sweetspot-studio.com\/podcast\/\"><strong>Weitere Episoden h\u00f6ren<\/strong><\/a><\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>&nbsp; Deepdive: Symbolkraft von Marken \u00a0 Erfolgreiche Marken haben immer eine symbolische Kraft: sie stehen f\u00fcr bestimmte Werte, Qualit\u00e4ten oder einen Lifestyle, der mit dem Publikum resoniert. Das beginnt bei Name oder Logo und reicht bis in die Erfahrungen, die man als Kunde pers\u00f6nlich macht. In diesem Deepdive bekommst du Inspiration und Impulse, wie du&hellip;<\/p>\n","protected":false},"author":1,"featured_media":3057,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_eb_attr":"","_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[19],"tags":[],"class_list":["post-3056","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-podcast","category-19","description-off"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Deepdive: Symbolkraft von Marken - Sweetspot Studio<\/title>\n<meta name=\"description\" content=\"Dieser Podcast hilft Unternehmern, Kreativen und Marken dabei, ihren Sweetspot zu finden und gro\u00dfartige Geschichten zu erz\u00e4hlen, die Menschen begeistern und aktivieren.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/sweetspot-studio.com\/deepdive-symbole\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Deepdive: Symbolkraft von Marken - 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