Forum – Culture, communications and business: the power of advanced semiotics
Katja Maggio-MullerProcter & Gamble
Malcolm EvansSpace Doctors
INTRODUCTION
Since 2001 the UK-based marketing semiotics agency Space Doctors has worked with Procter & Gamble to evolve a substantial semiotic capability within the organisation. This paper tracks this development – from delivering consumer insight via semiotics on a project-by-project basis (what we call Core Semiotics) through to the realisation of a new dimension of organisational learning and understanding (for which we have coined the term Development Semiotics).
COMMERCIAL SEMIOTICS
The application of semiotics to consumer culture has...