Why semiotics and cultural insight is having a moment

Chris Arning

Semiotics and cultural insight is moving up in the priority list and becoming an indispensable part of a brand strategist’s arsenal.

Semiotics used to be considered a fringe discipline, with low awareness in the marketing fraternity and used only by the most intrepid marketeers. But semiotics and cultural insight has moved much more front and centre. It accounts for a greater share of research budgets and is increasingly becoming more mainstream, with fruitful applications to everything from diversity challenges to content creation.

Semiotics and cultural insight is moving up in the priority list and becoming an indispensable part of a brand strategist’s arsenal. So, what has changed? I’ve been practising semiotics and cultural insight for over 20 years in a variety...

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