By Chloe Lee
As brand builders, we are constantly looking to incorporate leading edge marketing science and new thinking into our work at Hotspex, and semiotics plays an integral role in helping brands communicate, build and reinforce distinctive associations.
Last week, we had the pleasure of attending the 2017 Semiofest held in Toronto. We found ourselves amidst semioticians, academics and lead practitioners of Semiotics from around the world exploring topics ranging from politics (Trump, Modi, Trudeau), to applied semiotics, to brand creation/packaging design, to tattooing as personal and cultural anchors. It was