Live, fast-track brand and communications planning using advanced semiotic tools – understand how to use deep cultural insight to unlock powerful strategic solutions: you will be blown away by how much break-through thinking you can achieve in just 1 day using these techniques.

This course enables you to:

  • Understand how to decode and creatively reconfigure brand communications and product/service offers in their competitive and cultural contexts.

It combines a practical introduction to key tools and techniques with a scaled-down live semiotic project, carried out interactively by delegate sub-groups.

Learning outcomes:

By the end of the course the delegates should understand:

  • How to access a brand’s most powerful cultural assets and mobilise them in communication
  • How to plot trajectories of cultural change across time in culture & category communication
  • Touching on the range of different semiotic applications: positioning, communication strategy, market entry, cross-cultural harmonisation, portfolio management, organisational culture & communications analysis, NPD, design semiotics
  • How to use archetypes and semiotic mapping to create multiple positioning and communication opportunities for brands and portfolios
  • How to find those magic liminal spaces where one world meets another, where contradictions can be mediated or resolved, and new ideas are born

Who will benefit?

Delegate groups for this course typically include: client marketing, consumer insight & design specialists aiming to optimise their use of semiotics and cultural analysis; advertising and design agency planners; brand strategists and semiotic practitioners looking for new insight ideas and higher level tools & applications.

By agreeing to participate in this training course you also agree to download any software application(s) that are required for the fulfilment of the course.

“Excellent opportunity to walk through some key semiotic theories with a real master practitioner.”

James Woodhead, SpaceDoctors
23-24 November 2016


Tracy Beswick, SpaceDoctors (Freelance)
23-24 November 2016

“A detailed discussion around the world of semiotics.”

Tom Pattison, Added Value
19-20 May 2016

“For those with a basic background/ understanding of semiotics, a wonderfully applicable crash-course in understanding the 'how to' and 'why/for what' of applied semiotics.”

Elisabeth Bennett, Fresh squeezed ideas
19-20 May 2016

“Very good style, open encouragement, commercially acute.”

Christine Daley, Ipsos Mori

“Really patient and flexible about diving deeper into areas the group was most interested in, immensely helpful!”

Yannie Fu, Clear Aisa


The Old Trading House, 15 Northburgh Street,London,EC1V 0JR

Malcolm is an independent consultant in cultural and semiotic analysis and a leading figure in the application of semiotics to marketing. Having worked with the UK’s first specialist agency Semiotic Solutions and pioneered Added Value’s international Decoder offer, he founded what became a global reference point for best practice in brand semiotics, Space Doctors,where he stayed until 2014. Malcolm has worked for a wide range of clients including P&G, Mercedes, Mastercard, GCK, Unilever, Coca Cola, Tesco, American Express, Vodafone and Unicef. He is also founder of, a global forum for sharing ideas in brand, cultural & sociopolitical semiotics. Malcolm is extensively published academically and in marketing/consumer insight journals. He has won three UK MRS Conference awards (including Best Paper twice) and WPP’s Atticus Grand Prix award.

Additional Information

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