A Semiotic Analysis of cultural symbolism presented in Paris in June, 2015, at Semiofest - the commercial semiotics conference.
Author: Sarah Jane Johnson of Athena Brand Wisdom
Combining Semiotics with Other Approaches for Richer ResultsSarah Jane Johnson
A presentation by Sarah Jane Johnson of Athena Brand Wisdom detailing ways that Marketing Semiotics can be used to enhance the results of qualitative market research. Presented at the AQR-QRCA conference in Budapest, April 2014.
Semiotics: How To Increase Meaningfulness, Effectiveness & Cultural Relevancy...Dr. Martina Olbert
Brand communication suffers from over-saturation, fragmentation, inconsistency, or worse a sheer meaninglessness in the local markets worldwide. What's lacking is the cultural relevancy, which drives innate value of brands and triggers purchase behaviour. Globally unified and adapted brand contents often fail to resonate with the local specifics of people and culture. Semiotics can serve as a great instrument to increase cultural relevancy and stimulate brand growth from bottom up. In this presentation, you'll find the methodological approach to increasing brand's cultural relevancy and a couple of practical examples of optimising brand communication in the Czech Republic. The focus here is on redefining meaning in the beer and detergent categories, as well as the meaning trajectory of femininity in the Czech cultural context.
Here is a draft deck to be used for a South by Southwest recap report once the Austin, TX conference wraps. It is especially designed for marketers who want to know what's going on with brands, startups, speakers, and other activity. It covers info for marketers and brands, hot technology startups (mainly Meerkat), and some stuff about tacos, drones, and whatever else is happening.
Semiotics of 2020 Tokyo Olympic Logo Visual IdentityChris Arning
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Combining Semiotics with Other Approaches for Richer ResultsSarah Jane Johnson
A presentation by Sarah Jane Johnson of Athena Brand Wisdom detailing ways that Marketing Semiotics can be used to enhance the results of qualitative market research. Presented at the AQR-QRCA conference in Budapest, April 2014.
Semiotics: How To Increase Meaningfulness, Effectiveness & Cultural Relevancy...Dr. Martina Olbert
Brand communication suffers from over-saturation, fragmentation, inconsistency, or worse a sheer meaninglessness in the local markets worldwide. What's lacking is the cultural relevancy, which drives innate value of brands and triggers purchase behaviour. Globally unified and adapted brand contents often fail to resonate with the local specifics of people and culture. Semiotics can serve as a great instrument to increase cultural relevancy and stimulate brand growth from bottom up. In this presentation, you'll find the methodological approach to increasing brand's cultural relevancy and a couple of practical examples of optimising brand communication in the Czech Republic. The focus here is on redefining meaning in the beer and detergent categories, as well as the meaning trajectory of femininity in the Czech cultural context.
Here is a draft deck to be used for a South by Southwest recap report once the Austin, TX conference wraps. It is especially designed for marketers who want to know what's going on with brands, startups, speakers, and other activity. It covers info for marketers and brands, hot technology startups (mainly Meerkat), and some stuff about tacos, drones, and whatever else is happening.
Semiotics of 2020 Tokyo Olympic Logo Visual IdentityChris Arning
A presentation that sets out considerations for the design of the 2020 Tokyo Olympics visual identity. This is based upon a semiotic analysis of previous Olympics Games logos (the author has written extensively on this topic) and the unique design and calligraphic in Japan.
There’s a battle raging right now in the marketing and advertising worlds. At the risk of resorting to hyperbole, there are a lot of evil practices out there, fueled in part by sellers seeking cheap gains that conflict with buyers’ long-term interests, and buyers seeking the lowest cost and most convenient option rather than what will deliver the most business value.
This talk was given at a private event hosted by viola group and carmel ventures in September 2016. an article based on this was subsequently published in venturebeat.
This is an annotated version so that it is more readable.
Semiotics, as an integrative discipline, combining knowledge from different realms, seems to be the most useful approach in managing brands and designing marketing communication. This presentation offers a glance overview of how brand can be seen from this perspective and shows how it can be beneficial for advertising agencies and PR companies while designing the brand communication.
A Picture’s Worth a Thousand Hashtags: How image recognition will power the f...David Berkowitz
What are the latest developments in visual search and image recognition? This talk, presented at Marketing Week Live in March 2017 (London, UK), offers a framework for visual search, discusses the Visual Data Gap, and examines what companies such as Google, Pinterest, and a range of startups are doing. It then offers examples of visual search analytics, and finally goes into areas that will be impacted by this, such as risk management, social listening, competitive intelligence, creative optimization, and customer service.
We live in an increasingly divided world and should seek to create narratives that can unify and pull people back into middle ground territory. Given that our personal intuitions and experiences are widely biased, maybe we can find inspiration and value in the connecting tissue that once held the opposing sides together: religion.
We need a new myth of capital. A story that is not a rationale, but a compelling sexy fundamental truism for our society around stewardship of resources, global equity, why it matters to me.
Importance of Societal Values Webinar SlidesValuesCentre
"Everything I Have Learned About Values" is now available for purchase! The book summarizes Richard Barrett's 30-year journey to understand how values shape our decision-making. In celebration of its release, we created a three-part webinar series to explore the importance of values.
To watch a recording of this webinar, please use this link:
https://youtu.be/7yKNU_sWOZo
This webinar focuses on the role values play in society. Richard will share insights on:
-Which are the most conscious nations on the planet?
-What is the worldview of your nation?
-What is your worldview?
For more information please visit our website:
https://valuescentre.com
There’s a battle raging right now in the marketing and advertising worlds. At the risk of resorting to hyperbole, there are a lot of evil practices out there, fueled in part by sellers seeking cheap gains that conflict with buyers’ long-term interests, and buyers seeking the lowest cost and most convenient option rather than what will deliver the most business value.
This talk was given at a private event hosted by viola group and carmel ventures in September 2016. an article based on this was subsequently published in venturebeat.
This is an annotated version so that it is more readable.
Semiotics, as an integrative discipline, combining knowledge from different realms, seems to be the most useful approach in managing brands and designing marketing communication. This presentation offers a glance overview of how brand can be seen from this perspective and shows how it can be beneficial for advertising agencies and PR companies while designing the brand communication.
A Picture’s Worth a Thousand Hashtags: How image recognition will power the f...David Berkowitz
What are the latest developments in visual search and image recognition? This talk, presented at Marketing Week Live in March 2017 (London, UK), offers a framework for visual search, discusses the Visual Data Gap, and examines what companies such as Google, Pinterest, and a range of startups are doing. It then offers examples of visual search analytics, and finally goes into areas that will be impacted by this, such as risk management, social listening, competitive intelligence, creative optimization, and customer service.
We live in an increasingly divided world and should seek to create narratives that can unify and pull people back into middle ground territory. Given that our personal intuitions and experiences are widely biased, maybe we can find inspiration and value in the connecting tissue that once held the opposing sides together: religion.
We need a new myth of capital. A story that is not a rationale, but a compelling sexy fundamental truism for our society around stewardship of resources, global equity, why it matters to me.
Importance of Societal Values Webinar SlidesValuesCentre
"Everything I Have Learned About Values" is now available for purchase! The book summarizes Richard Barrett's 30-year journey to understand how values shape our decision-making. In celebration of its release, we created a three-part webinar series to explore the importance of values.
To watch a recording of this webinar, please use this link:
https://youtu.be/7yKNU_sWOZo
This webinar focuses on the role values play in society. Richard will share insights on:
-Which are the most conscious nations on the planet?
-What is the worldview of your nation?
-What is your worldview?
For more information please visit our website:
https://valuescentre.com
The Mayans, Nostradamus, Joseph Smith, astrology, tarot cards, and palm reading – these are just some of the individuals and practices that millions of people today believe can see into, and even influence, the future. Forbidden Prophecies takes you on a journey through history, putting the claims of the most popular prophets, oracles, and soothsayers to the test by scrutinising their predictions.
Improving profitability for small businessBen Wann
In this comprehensive presentation, we will explore strategies and practical tips for enhancing profitability in small businesses. Tailored to meet the unique challenges faced by small enterprises, this session covers various aspects that directly impact the bottom line. Attendees will learn how to optimize operational efficiency, manage expenses, and increase revenue through innovative marketing and customer engagement techniques.
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Cracking the Workplace Discipline Code Main.pptxWorkforce Group
Cultivating and maintaining discipline within teams is a critical differentiator for successful organisations.
Forward-thinking leaders and business managers understand the impact that discipline has on organisational success. A disciplined workforce operates with clarity, focus, and a shared understanding of expectations, ultimately driving better results, optimising productivity, and facilitating seamless collaboration.
Although discipline is not a one-size-fits-all approach, it can help create a work environment that encourages personal growth and accountability rather than solely relying on punitive measures.
In this deck, you will learn the significance of workplace discipline for organisational success. You’ll also learn
• Four (4) workplace discipline methods you should consider
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"𝑩𝑬𝑮𝑼𝑵 𝑾𝑰𝑻𝑯 𝑻𝑱 𝑰𝑺 𝑯𝑨𝑳𝑭 𝑫𝑶𝑵𝑬"
𝐓𝐉 𝐂𝐨𝐦𝐬 (𝐓𝐉 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧𝐬) is a professional event agency that includes experts in the event-organizing market in Vietnam, Korea, and ASEAN countries. We provide unlimited types of events from Music concerts, Fan meetings, and Culture festivals to Corporate events, Internal company events, Golf tournaments, MICE events, and Exhibitions.
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⭐ 𝐅𝐞𝐚𝐭𝐮𝐫𝐞𝐝 𝐩𝐫𝐨𝐣𝐞𝐜𝐭𝐬:
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"𝐄𝐯𝐞𝐫𝐲 𝐞𝐯𝐞𝐧𝐭 𝐢𝐬 𝐚 𝐬𝐭𝐨𝐫𝐲, 𝐚 𝐬𝐩𝐞𝐜𝐢𝐚𝐥 𝐣𝐨𝐮𝐫𝐧𝐞𝐲. 𝐖𝐞 𝐚𝐥𝐰𝐚𝐲𝐬 𝐛𝐞𝐥𝐢𝐞𝐯𝐞 𝐭𝐡𝐚𝐭 𝐬𝐡𝐨𝐫𝐭𝐥𝐲 𝐲𝐨𝐮 𝐰𝐢𝐥𝐥 𝐛𝐞 𝐚 𝐩𝐚𝐫𝐭 𝐨𝐟 𝐨𝐮𝐫 𝐬𝐭𝐨𝐫𝐢𝐞𝐬."
Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
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A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
Putting the SPARK into Virtual Training.pptxCynthia Clay
This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
2. • Occult: “kept secret, esoteric, recondite, mysterious, beyond the range of
ordinary knowledge, involving the supernatural, mystical, magical.”
2
Source: OED
Occult:
“Kept secret, esoteric,
recondite, mysterious,
beyond the range of
ordinary knowledge,
involving the supernatural,
mystical, magical.”
3. 3
“Occultists
seek the
"Light in the
Darkness"
and the Cause of causes;
what is REALLY
happening as opposed to
what you are told is
happening, and to see the
world without perspective
(Gnosis).”
•
3
Source: urbandictionary.com
5. UNITED BY
COMMON ANXIETIES
Economic UNCERTAINTY
DISTRUST of mainstream institutions
ALIENATION from post-industrial consumer capitalism
BREAKDOWN of the american dream
SENSE of a world spinning out of control
5
6. BOTH SEE THE OCCULT
AS A SOURCE OF POWER
For Fringe Evangelicals,
naming and identifying
is a means of subduing
it, and of signalling their
separation from society’s
dominant values and
forces
For Millennial Hipsters,
leveraging it is a means
of accessing their own
spiritual power, and of
signalling their separation
from society’s dominant
values and forces
6
7. BUT FIRST, SOME BACKGROUND
7
Fringe Evangelicals’
obsession with the Occult
derives from a belief
that Modern Society is
secretly controlled by
“The Illuminati.”
Source: Wikipedia
9. Freemasonry was
a driver in
America’s
Founding Belief
in Religious
Tolerance
9
Source: Mitch Horowittz, author of Occult
America: The Secret History of How
Mysticism Shaped our Nation
v
THE TRUTH BEHIND THE FEAR
12. 12
OCCULT
IMAGERY IS
WOVEN INTO
THE FABRIC
OF
AMERICAN
SYMBOLISM
Circle of
stars
suggests
eternity
Eye on the Pyramid. “God
Smiles on Our New Order of
the Ages."
Torch, Star
Tiara,
Goddess-
like figure
13. 13
FOR FRINGE EVANGELICALS,
AMERICA’S FREE-THINKING ROOTS
ARE A SIGN OF SATANIC CONSPIRACY
13
“Since 1776, our leadership
(U.S. Government) has been
consistently moving us
toward the Luciferic New
World Order. This
leadership has always been
working through Secret
Societies, misleading us as
to their true intentions.”
14. 14
AMERICA IS SEEN AS A
LOST, DAMNED NATION.
14
“America no longer has God’s blessing.
What we have is the leftover vapor trail
of God’s blessing on America from
previous generations, but we are too
stupefied to be able to discern the
difference. We’ve become a nation of
braying goats eating garbage where
there used to be sheep following a
Shepherd, and drinking from pools of
living waters.”
Source: exposingsatanism.org
15. 15
Source: exposingsatanism.org
AND ITS MASONIC ROOTS ARE SEEN AS
THE GUIDING FORCE BEHIND AMERICA’S
PERCEIVED CURRENT MORAL DECAY.
“We are seeing an unprecedented rise in demonic
symbols and signs because the Wicked One is about to
take the stage. Everywhere you look, there he is. The All-
Seeing Eye Of Horus staring back at you from pop soda
cans, sporting equipment, movies, television, radio,
clothing. Even on the very dollar bill in your pocket. Our
money says “In God We Trust”, and you know that’s not
true. It’s not even close to true. The things that America
truly trusts in – its power, might and wealth – are the
very things that the bible says is a witness against us in
these end times.
18. LINKED TO THIS
CONSPIRACY THEORY
IS A PREOCCUPATION
WITH HIDDEN OCCULT
AND
SATANIC SYMBOLISM
IN CORPORATE
MESSAGING
18
“Studies have reported that an average person is
exposed to about a thousand logos a day. Few
people however ponder on the symbolic meaning
of these marketing tools and their occult origins.
Logos are one of the results of extensive studies
(funded by the Rockefeller’s “Chicago School”) in
cognitive sciences, neuropsychology and biology.
Those studies constitute the core of “marketing”,
a heavily funded field which keeps its findings
totally secret from the general public. Why are
the findings secret? Well, if you knew why
marketing worked on you, you wouldn’t fall for
it anymore.
The huge visibility of corporate logos is also an
opportunity for the elite to showcase their beliefs
and their power. The same way occult symbols
are inserted on buildings and sites they are
hidden in plain view on corporate logos.”
20. 20
EVEN
“CHRISTIAN ROCK”
IS NOT EXEMPT
20
“The following so-
called “Christian”
singers and bands
are OF THE DEVIL.
They have sold their
souls for worldly
fame, fortune and
success.”
21. 21
WHILE FRINGE
EVANGELICALS FEAR THE OCCULT,
SOME HIPSTER MILLENNIALS
EMBRACE IT.
Social and Economic forces
undermining sense of personal
control
Alienation from Organized religion
Growing interest in ecology and
nature
Seeking unmediated spirituality
and a sense of wonder and enchantment
in a hyper-rationalized world
Youthful resentment of “The
Establishment” and desire to shock
26. 26
WICCAN WISDOM
Source: Wiccan Pamela J. Grossman
“Honoring the earth and our bodies; shifting away from mass-
market medicines and agri-business toward natural healing and
whole foods; sharing our resources rather than focusing on
mere accumulation of goods; collaborating and communicating
more openly; helping to elevate women and girls to equality all
over the world: these are all grand workings of feminine magic
that we are manifesting together.
So for the rest of 2013 and beyond, I wish you more witching,
more opportunities to claim your power, to slough off old skin,
to ritualize your life. May your year have you feeling more
attuned to the rhythms of nature, more connected to one
another, and more plugged into planet and purpose.”
29. 29
FRINGE
EVANGELICALS
Knowledge is Corrupt
Searching for
Salvation
Seeking Protection
MILLENNIAL
HIPSTERS
Knowledge is a
commodity
Searching for
Enchantment
Seeking Escape
TO SUM UP
For Fringe Evangelicals and Millennial Hipsters, Occult invocations are
driven by similar anxieties but used to achieve strikingly different ends.
THE SACRED POWER OF
MYSTERY
THE SACRED POWER OF
NAMING
31. 31
IMPLICATIONS
FOR
BRANDS
In a time when institutions and corporations
are increasingly distrusted, consumers
will develop their own strategies for
managing their anxieties
Brands can respond to these anxieties by
either challenging them or embracing
them
Many are already countering perceptions of
black box corporate behaviour by
emphasizing transparency, social
responsibility and dialogue
But another approach could be to actively
embrace the sense of Magic and
Mystery that many consumers seek...
Editor's Notes
Thanks everyone for making the time today. We’re pleased to be here to present these findings and analyses. Here’s what we’re going to cover today.
Illuminati (plural of Latin illuminatus, "enlightened”).
Originally refers to the Bavarian Illuminati, an Enlightenment-era secret society. The society's goals were to oppose superstition, obscurantism, religious influence over public life and abuses of state power.
Conspiracy theorists today believe this groups still exists, masterminding events and planting agents in government and corporations, in order to gain political power and influence and to establish a New World Order.
They also believe that this group is profoundly anti-Christian, even Satanic, and that they use Occult symbolism to brainwash the public and secretly communicate with each other.
The Freemasons are a fraternal order that originated in Europe and was particularly popular in the 18th century
Mozart was a mason
As was George Washington and a number of Founding Fathers
A number of Presidents have been masons throughout US history
Early American Freemasons rejected a European past in which one overarching authority regulated the exchange of ideas
Freemasons believed in a search for religious truth as it existed in all civilizations, including those of a pre-Christian past,
Draws upon ancient and occult symbols, from pentagrams to luminescent eyeballs, as codes for ethical development and civic progress.