How to grow brand value by using marketing semiotics? Featuring Masha Papanthymou – Semiotician and Cultural Researcher

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Marketing semiotics is a human-centered marketing science discipline used in consumer research, communications, and design strategy in order to grow brand value.

And our guest in our first podcast episode is Semiotician and Cultural Researcher Masha Papanthymou.

Together we try to answer the following questions:

What is Semiotics?

What is marketing semiotics?

How does semiotic research work?

How marketing Semiotics helps brands?

And how does it help in advertising and marketing communications? Examples of how marketing semiotics helped brands or products to become more successful?

Residual, Dominant & Emergent codes?

How last years of COVID-19 and the war in Ukraine changed the context we all live in. And how brands should provide sincere support and care for the customers through products and communications.

Some useful books & articles recommended by Masha:

How Brands Protect Us Semiotic Thinking Group in LinkedIn  Semiofest - offline event for Semiotitions Book Using Semiotics in Marketing  Marketing Semiotics  Doing Semiotics