Knowledge Center

An Article on Cultural Semiotics – Insight, Cultural Diversity, Revolutionary Change

Well established academically across the human sciences, semiotics has recently achieved mainstream recognition and use in consumer insight and marketing consultancy. Some major client corporations such as P&G and Unilever, using tried and tested suppliers, have achieved considerable success in applying the methodology globally.

This paper traces the growth of semiotics as a cultural insight methodology providing a wide range of examples of its usefulness and applicability, in Europe, UK, US and in emerging markets.  For those interested in exploring the use of cultural semiotics for brand building , this article provides a long and useful read.

Click to read more: Insight, Cultural Diversity, Revolutionary Change (PDF)