Cocoon
Blog
6/4/2018

Martina Olbertova, a global brand strategist and CEO at Meaning. Global paid us a visit to ask, “What does it mean?” This question is at the core of every brand’s foundation and shapes either its success, or its failure.

 

Semiotics is the study of signs and symbols, and how they work together to create meaning.. Those who study semiotics like Martina are interested in what people actually value and understand based on their past experiences. In her own words, “Semioticians analyse the visible layer (communication) to learn about the invisible (culture)”.

So, how does this connect with branding? It turns out that many companies today ignore the importance of creating meaning in their marketing strategies. They attempt to sell things in a way that their customers simply can’t relate to or understand. Unfortunately, this mistake is quite common and has resulted in many PR nightmares.

 

As a commercial semiotician, Martina helps brands find their meaning before they even start designing or creating. She aims to help companies stay relevant in this constantly-changing world and avoid alienating their target markets in the process.

Semiotics help us to better grasp what is a usual and natural part of our creative process. As we approach different design projects, we must remember that people consume products and brands based on the meanings they convey. They want to buy the things that match their own values, needs and opinions. It is our responsibility as creators to provide that for them.

tags: Creative breakfast cocoon
share:
view all

You may also like:

Milan Design Week 2018

Milan Design Week 2018

Cocoon took a deep breath of inspiration at Milan Design Week 2018

more
Reality Redesigned

Reality Redesigned

Virtual and augmented reality have few limitations, and almost infinite applications.

more
Silkscreens and Staropramen

Silkscreens and Staropramen

Some designs deserve a second appearance.

more
let's connect
Loading...