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This is a presentation about The Semiotic Manual – a talk I originally delivered at the 2017 Semiofest conference in Toronto, Canada. In this presentation, you’ll find the global perspective of the most pressing changes of the global landscape shifting the nature of the marketing industry, as well a sample of the most frequent fails of brand localisation and brand adaptation in cultures worldwide. The Semiotic Manual is an innovative strategic tool developed with an aim to help global brands scale sense & align meaning across touchpoints, markets and geographies to limit cultural friction, fragmentation and ultimately increase cultural relevance to maximize brand value and boost brand equity.
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