Chris Arning 'Semiotics: how to make the invisible...visible'

Series Four In this episode of The New Abnormal, I interview Chris Arning, Founder of the boutique consultancy Creative Semiotics Ltd, co-founder of Semiofest, and course leader of "How to do semiotics in seven weeks".  He works with best-in-class virtual teams to analyse brands in order to make them more coherent and true to themselves, more distinctive within their category and sector, and more resonant and relevant within the prevailing (and ever changing) culture.  The outcome of his work is new pack designs, communication strategies, new systems for content creation and better equipped, more confident brand teams. He does that via semiotics: an evidence based technique rooted in academia via the premise that preference is driven by the intangible aspects of brands that activate associative thinking.  Chris has a stellar reputation in his field, and in this interview he gives a brief masterclass in his specialist subject(s). So...enjoy!