Forum – Culture, communications and business: the power of advanced semiotics

Commercially applied semiotics is well established as a powerful methodology for research and for developing brand communications.

Forum – Culture, communications and business: the power of advanced semiotics

Katja Maggio-MullerProcter & Gamble

Malcolm EvansSpace Doctors


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).


The application of semiotics to consumer culture has...

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