Insight, Cultural Diversity, Revolutionary Change: Joined Up Semantic Thinking For Developing Markets
“What goes up must. What comes down is just going up the other way” (Edward Harrison, British explorer, 1929)
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. Many clients and supplier agencies, however, still see semiotics as an optional extra rather than an essential part of a...