Knowledge Center

Leapfrog Articles | Aligning Brand, Cultural Semiotics and Brand Repositioning


Don’t you love it when the detergent pack zooms across the shirt turning it a crisp white? Or when the toilet cleaner is advertised removing the grimy build-up to reveal a shiny, spotless surface? It’s pleasing to imagine the strong chemicals cutting through dirt and germs. But only because we’re not aware of the whole… more >


It appeals to a wider audience than the members of the ‘sustainability’ movement and makes them care about its products. The environmentally/socially conscious are attracted to a brand that puts recycling at the heart of its offering. Not just recycling, but recycling of temple flowers into incense products and uplifting its women workers in the… more >

The Strangeness of Covid Times

We are now living through a global epidemic, a strange new phenomenon which has altered life as we knew it, in many ways. One of the key ways in which life has been altered is our sense and understanding of time. Which is one of the contributors to our emotional distress. Let me elaborate a… more >

Semiotics: Definition, Theory, Facts & Benefits

What is semiotics? Semiotics is the formal study of representation and meaning making. The discipline sits at the intersection of linguistics, philosophy, anthropology and biology. It draws from and impacts the insights of all these four disciplines. The name itself derives from the Greek word for sign, which is simeon. Early concepts to do with… more >

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. What does the episode… 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… 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 >