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Semiotics to the Rescue: Brand Problems Crying out for a Semiotic Solution
20 Apr 2023 @ 11:00 am - 12:00 pm
Semiotics is fundamentally communication problem solving…Chris Arning who has been practising semiotics now for over 20 years spills the beans on the core brand problems semiotics tends to be brought in to solve and what insights semiotics brings to the table to solve them. He will show the different types of semiotics projects he has encountered and worked on from horizon scanning and broad culture scopes to brand positioning to content and programming creation to packaging innovation and logo screening projects.
CHRIS ARNING – CREATIVE SEMIOTICS LTD.
Chris specialises in semiotics and cultural insight and he has 20 years experience working as a thinker, planner, qualitative researcher and commercial semiotician. He was Head of Semiotics at Flamingo Research and set up Creative Semiotics – a boutique brand consultancy – in 2010. Chris is the originator and co-founder of Semiofest, a Celebration of Semiotic Thinking and of the LinkedIn Semiotic Thinking Group. He has worked for clients as diverse as the BBC Radio Centre, Netflix, BMW Mini, GSK, Ricola, Huawei and UKTI. Chris led the BBC Humour GAP project which created a strong taxonomy now being used across the organization; including for commissioning new comedy podcasts and this process was then replicated for BBC News. Chris devised and taught the MA Module, Brands and Meaning on Global Media Communications at the University of Warwick and had been a sessional tutor in Contextual Studies at University of Creative Arts. He teaches a critically acclaimed CPD accredited quarterly course How to Do Semiotics in Seven Weeks. He is currently working on a textbook entitled Brand Semiotics in 25 Diagrams.
Chris Arning <chris@creativesemiotics.co.uk>
