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n important aspect of semiotics is categorization. For once we recognize symbolic elements, stories and events, we need to interpret them and determine their relevance and importance in our lives.

This doesn’t always happen right away. Some symbols may be easy to categorize. It’s as if a traffic light turned green — confirming our impressions and indicating that it’s okay to move toward a particular life path. Other symbols may not be as clear. They could be like yellow flags warning us to take additional time or to pay more attention. And once we add everything up, the symbols could become bright red caution signs warning us not to go down that road.

Categorizing symbols can show the similarity or distance between elements which may not have been evident. They can identify a pattern of behavior, a fondness for certain people or activities or a dislike. By categorizing, we create proximity or distance in our minds between measured elements. That makes our task of choosing easier.

Residual, Dominant and Emerging

When semiotics is used for brand marketing, categorization is one of the most important things to be learned – particularly if customers are the ones doing the categorization. If the codes and symbols associated with the brand indicate the brand is falling behind, this is often called the “residual” category. It means the brand is playing in the spaces left over by other brands that have moved on.

When a brand is thought to be among the most current players of its category, it is in the “dominant” category. This means it has not significantly fallen behind other brands, but it is also not yet emerging as a future category leader. That is because the emerging leaders often come from outside the category, and the dominant brands of the day need to adapt or risk falling behind into the residual space.

To be thought of as “emerging” a brand must be pioneering new ground in terms of its packaging design, colors, features, technology, communications, advertising, distribution channels, relationships with customers or other aspects that help to set it apart. It is hard for dominant brands to do this, as they are reluctant to risk their dominant status by trying something perceived as risky or unproven. That’s why many emerging brands are new products or companies, or they enter the market from another category altogether.

An example might be energy drinks. Who ever heard of them a few years ago? Now all the major beverage manufacturers have one, or they’re rushing to get one introduced.

You Can Do This, Too

So how do you determine if you’re in a residual, dominant or emerging category in various aspects of your life? Intuitively, you already know. The answers are based on a rating scale created by you. This book simply helps you discover how you rate yourself in several life categories, understand the direction in which you’re headed, choose your preferred path and determine the symbols and actions to help you get there.

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