36 minutes | Aug 11th 2020

Peeling Back the Layers of Meaning: Using Semiotics to Better Understand Brands with Chris Arning

Chris Arning is a specialist in semiotics and cultural insight, with over 20 years of international experience as a planner, qualitative researcher and semiotician. Currently based in London, Chris founded his boutique semiotics consultancy, Creative Semiotics Ltd, in 2010, with the mission to make visible the meanings embedded within visual identity and communication in order to help business owners better manage the meaning of their brands. Over the years, he has designed and led semiotics projects for companies as diverse as Unilever, GSK, Paramount Pictures, Manchester City FC, Mini and the BBC. Originator and Co-Founder of the global Semiofest conference, ‘A Celebration of Semiotic Thinking’, as well as a writer, poet, speaker and thinker, Chris has taught at the University of Warwick and the University of Creative Arts and published essays in the Huffington Post, Admap, The Drum, New European and WARC. Chris views semiotics not only as a tool for brand strategy, but as an essential tool for helping us manage information, in his own words: “In a post-human world moving faster and faster, and filled with more data, meaning is the most precious commodity.”
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