- Gives truly fascinating insight into what semiotics is, why it matters, and how it enables marketers to tap into consumers like never before
- Guides through the end-to-end process of running a commercial semiotics project, from commission and design right through to analysis of results
- Shows how to convert those results into brand strategy to guide business development and increase profit margins
- Packed with fascinating case studies from around the world showing semiotics in action
- Written by one of the original founders of commercial semiotics