Understand how to use deep cultural insight to unlock powerful strategic solutions

This course is now delivered online as a series of live sessions which fully meet the learning objectives of face-to-face training.

This course brings you live, fast-track brand and communications planning using advanced semiotic tools. It will enable you to understand how to decode and creatively reconfigure brand communications and product/service offers in their competitive and cultural contexts. Following a practical introduction to the key tools and techniques, delegates will split into sub-groups to take part in an interactive, scaled-down live semiotic project.

You’ll be blown away by how much breakthrough thinking you can achieve in just one day using these techniques!

Learning outcomes
  • 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 and category communication
  • The range of different semiotic applications: positioning, communication strategy, market entry, cross-cultural harmonisation, portfolio management, organisational culture and 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 spaces where one world meets another, where contradictions can be mediated or resolved, and new ideas are born
Who will benefit

 Client marketing, consumer insight and design specialists aiming to optimise their use of semiotics and cultural analysis; advertising and design agency planners; and brand strategists and semiotic practitioners looking for new insight ideas and higher level tools and applications.

“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

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 semionaut.net, 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

Get the latest MRS news

Our newsletters cover the latest MRS events, policy updates and research news.