The term semiotics means the study of signs and symbols with special regard to function and origin and is from 1880. Semiotics accounts for the cultural codes that shape brand meaning, consumer rituals, and the organization of social space in a given market. Code-based research provides rigor and objectivity to research findings and exposes areas for consumer creativity, cultural innovation, and new market opportunities. Semiotics also provides access to the cultural norms structuring value in a given market and can be used to link meanings to the perception of value in marketing.

Marketing semiotics is a human-centered marketing science discipline used in consumer research, communications, and design strategy in order to grow brand value rooted in the principle of managing the meanings consumers associate with brand messaging, experiences, and spaces. Culture matters.

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Culture of the beast, codes and meaning in space, opportunities