As a guest speaker at the Pensacola Museum of Art, this lecture was part of a workshop on Branding and Semiotics. Introducing both topics and threading the importance of understanding meaning and symbolism when related to personal branding and brand personality.

1. FELIPE MUÑOZ
FGMUNOZ@ME.COM
MUNOZ.WORK
START STUDYING ART IN 1994
START WORKING WITH GRAPHIC DESIGN IN 2002
START INTERNSHIP IN A BRANDING FIRM IN 2008
START OWN BUSINESS IN 2010
START A NEW FAMILY IN 2014
START MAKING NEW FRIENDS IN 2015
START STUDYING FOR GRE IN 2016

2. startalways time tostartalways time tostart

3. IMAGE IDENTITY PERSONALITY

4. namewhat is in anamewhat is in aname

5. Tutankhamun (c. 1341 - 1323 BCE)

6. Tutankhaten Tutankhamun

7. Pedro de Alcântara João Carlos Leopoldo Salvador Bibiano Francisco Xavier de Paula Leocádio Miguel Gabriel Rafael Gonzaga de Bragança e Áustria

8. Dom Pedro II

9. meaningsmeaningshiddenmeanings

10. Kingdom of Brazil flag (1822–1889)

11. Bronze branding iron from eighteenth dynasty of ancient Egypt (c. 1543–1292 BCE)

12. Pinker, 2007 "Semantics is about the relation of words to thoughts, but is also
about the relation of words to other human concern”.
brand /’brand/
noun
Old English brand, brond
“fire, flame; (....)” from
Proto-Germanic *brandaz
(...), from root *bran-
/*bren- (see burn (v.)).
Meaning “identifying mark
made by a hot iron” (1550s)
broadened by 1827 to “a
particular make of goods.”
Brand name is from 1922.
verb
c.1400, “to brand,
cauterize; stigmatize,”.
As a means of marking
property, 1580s.

13. σημειωτικόςsēmeiōtikosσημειωτικόςsēmeiōtikosσημειωτικός

14. observant of signs
Henry Stubbes
doctrine of signs
John Locke
anything is a sign
Charles Sanders Peirce

15. Pierce, 1955 A sign, or representamen, is something which stands to
somebody for something in some respect or capacity.
It addresses somebody, that is, creates in the mind of
that person an equivalent sign. That sign which it creates I call
the interpretant of the first sign. The sign stands for something,
its object not in all respects, but in reference to a sort of idea.
signs /sīn/
noun
plural noun: signs
1.
an object, quality, or
event whose presence
or occurrence indicates
the probable presence or
occurrence of something
else.
“flowers are often given as
a sign of affection”
synonyms: indication,
signal, symptom, pointer,
suggestion, intimation,
mark, manifestation,
demonstration, token,
evidence;

16. semiology/semiotics
studies of interpretation
phenomenology
hermeneutics
semantics

17. brandingcreating interpretation

18. Mark Twain “The trouble with the world is not that people know too little,
but that they know so many things that aren’t so.”

19. sign
REPRESENTAMEN
INTERPRETANTOBJECT

20. company
REPRESENTAMEN
CUSTOMERPRODUCT/SERVICE

21. CHARACTERISTICS/
QUALITIES
TO BRING TO MIND
VALUES/BEHAVIOR
OCCURRENCE/
PERFORMANCE

23. SEMANTICS
NAME
CONTEXTLANGUAGE

24. behaviorism
constructivism
cognitism

25. experienceguided and shared

26. Sapir, 1971
Vygotskiĭ, 1986
“The world of experience must be extremely simplified and
generalized before it is possible to make a symbolic inventory of
all our experiences of things and relations(...)”
“(...) human forms of psychological communication are possible
because man’s reflection of reality is carried out in generalized
concepts.”

27. emotionshumanity

28. Vygotskiĭ, 1986 “In the sphere of emotions, where sensation and affect reign,
neither understanding nor real communication is possible, but
only affective contagion.”

29. familiarityrepetition and pattern

30. Moore, 2012
Flusser, 2007
“We spend our working days seeing spontaneous connections
between unconnected events, people, and lives, and weaving
meaning into those connections.”
“(...)when we read things we pressupose that they mean
something, and we try to decipher these meanings.”

31. EMOTIONS
RELATIONSHIP
EXPERIENCEFAMILIARITY

32. EMOTIONS
YOU
EXPERIENCEFAMILIARITY
SEMANTICS
CONTEXTLANGUAGE

33. EMOTIONS
YOU
EXPERIENCEFAMILIARITY
SEMANTICS
CONTEXTLANGUAGE
CHARACTERISTICS/
QUALITIES
VALUES/BEHAVIOROCCURRENCE/
PERFORMANCE

34. EMOTIONS
YOU
EXPERIENCEFAMILIARITY
SEMANTICS
CONTEXTLANGUAGE
CHARACTERISTICS/
QUALITIES
VALUES/BEHAVIOROCCURRENCE/
PERFORMANCE
REPRESENTAMEN
CUSTOMERPRODUCT/SERVICE

35. craftingrelationshipscraftingrelationshipscrafting

36. MEANING SIGN PATTERN

37. MEANING SIGN PATTERN

38. tell stories
relationship
connect
define its
meaning
creates history
familiarity
relations
b r a n d

39. i n gcreating interpretation
“(...) , in operational
and practical fact, the
medium is the message.”
McLuhan, 1964

40. MIND MOOD MANNERYOUR MESSAGE NEEDS CONSI

41. MIND MOOD MANNERISTENCY ACROSS THE BOARD

42. STORY TELLING DESIGN REPUTATION

43. PUBLIC RELATIONS ENDOMARKETING MISSION

45. FELIPE MUÑOZ
FGMUNOZ@ME.COM
THIS WORK IS LICENSED UNDER A
CREATIVE COMMONS
ATTRIBUTION-SHAREALIKE 4.0
INTERNATIONAL LICENSE.
MUNOZ.WORK