In previous articles we have discussed semiotics as a powerful tool for product innovation and analyzing advertising. Using semiotics, brands can take advantage of codes to help them succeed in the marketplace. However, there is a difference between the cultural meaning of a code and that code in relation to a specific category.

What pops into your brain when you first hear the name "iPad"? For many people, the name for Apple’s new tablet computer did not bring to mind a computer product at all. Journalists, bloggers, and marketing professionals alike have called the name iPad “terrible”, as it reminds them of feminine products. “Are there any women in Apple marketing?” asked the founder of a technology PR firm. “The first impression of every single woman I’ve spoken to is that [the name iPad] is cringe-inducing. It indicates to me that there wasn’t a lot of testing or feedback.” Experts are worried that this bad naming decision could hurt sales since women account for about 40 percent of gadget spending¹.

Recently, the French carmaker Peugeot unveiled a new brand logo as well as a revamped slogan in Paris, marking the beginning of its rebranding campaign across the world as the brand approaches its 200th anniversary.

The domination of Internet domains with the English alphabet is about to change. According to a recent announcement from ICANN (the Internet Corporation for Assigned Names and Numbers), domains in Chinese, Arabic and Korean will be available in the near future, representing a significant step towards an internationalized domain system.