The Semiotic Network

Digital, Visual, Global.
Marketing Semiotics creates brand value by leveraging the power of cultural meanings to connect with consumers on three continents. Our network of seasoned professionals and international partners brings scope and depth to our approach and extends our reach to major markets worldwide. Our research competencies include strategic ethnography, design, digital media, creative strategy, and cultural branding.
Market Impact

Dominos Case

Pizza Theater at Domino’s
Marketing Semiotics developed the pizza theater concept for Domino’s recent service site redesign. MSI created a new paradigm for carry out service that responds to the greater mobility of today‚Äôs consumers.


Find more on theater semiotics and retailing in Oswald’s book, Marketing Semiotics.

Brands at the Edge of Culture.
Semioticians use ethnography to read consumer response in relationship to the meanings communicated in their lived environment. Strategic ethnography provides a window onto the lives of consumers and aligns brand strategy to changes in consumer culture. It also exposes tensions between what people say and what they do, and reveals how consumers use brands to moderate these tensions.