Claim OwnershipHidden Signs
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Description
Welcome to my podcast, Hidden Signs. In this series, we will learn about culture and sign systems, understand them, theorize them, and also learn how they are secretly passed on from one generation to the next. We will also learn how to turn the hidden into the visible. And finally, we will learn how to create sign systems, and bring them to life, with the power of storytelling. Understanding this is the key to marketing and branding. And I also think that it is key to understanding today’s culture.
10 Episodes
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Episode Ten: Storytelling
In the last episode, we conclude season one by talking about how sign systems can be created through storytelling. A compelling story is irresistible, it’s contagious, an effective way of spreading a message. Stories are sticky because they connect to emotions, help us reflect on the human condition, and think about the question, how should we live?
Episode Nine: Ethnography
In this episode, I explore one of the most important and established methods in marketing research: ethnography. This method is a powerful tool used to reveal signs that are hidden, making them visible, turning the taken for granted into something we think and talk about.
Episode Eight: Movement
In this episode, I still want to think about hidden signs, but in a different way: I want to talk about the complex interaction between sign systems and the physical environment, movement, and bodies.
Episode Seven: Socialization
This episode asks the question: if most signs are hidden, how do we pass them on? How do these sign systems become part of us? This is an important topic; it is part of enculturation or socialization. How do we learn hidden signs without knowing that we have learned them?
Episode Six: Sign Value Part II
This episode continues the discussion of one of the most important concepts in marketing and branding: sign value. I begin with history, as a thought-provoking illustration, and then move to the practical and more applied, answering the question: how can sign value be managed in a branding context?
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