Making Sense
"The semiotician looks at things from the perspective of both the frog and the eagle."
Semioticians based in — or originally from — the European continent
"The semiotician looks at things from the perspective of both the frog and the eagle."
"Once we 'break the surface' of what's given, we learn that no phenomenon is ever obvious."
"We are ‘working amongst the ruins’ so there’s a scope to be creative and brave."
"The real power of semiotics lies in understanding how consumers create their own meaning systems."
"You need to be comfortable with uncertainty, contradiction, and change."
"Achieving a deep, rich understanding of why we behave the way we do is the most rewarding part of the job."
"Don’t set off to be a semiotician — instead, let semiotics set you off."
"It’s a semiotician’s imagination, open mind, and creative ability which are truly rare."