The semiotic approach enhances the entire expertise. It provides added value by, scientifically and accessibly, capturing the authentic meaning stakes of marketing strategies and consumer experiences.

The science of meaning-making | Semiotics is a social science that interests to meaning. It is at the crossroad of sociology, biology, anthropology, linguistics, and management (marketing, organizational, strategic).

Between the sensible and the social | The semiotics, here applied, belongs to the poststructuralist tradition of the Paris School. It is interested in how meaning emerges, surprises, unfolds, and then becomes invisible from both a sensitive (individual) and social (collective) perspective.

Under the apparences, structures of meaning | Semiotics holds that our mental faculties can naturally identify structures in what we perceive of the world, so as to make it meaningful. This is why we can identify narrative structures in discourses or situations.

To each challenge its solution | Semiotics proposes analysis models specific to each type of reality, so as to understand its meaning: interactional analysis for practices, narrative analysis for projects, functional analysis for objects, stylistic analysis for attitudes, tensive analysis for feelings, etc.

Meaning depends on experience | Semiotics posits that meaning is neither socially given (relativist position), nor already existing in a world that would just need to be deciphered (objectivist position), nor up to each individual, thus indisputable (subjectivist position). For semiotics, meaning forms in experience; in the way we interact with the environment, according to what it imposes, proposes, or inspires (interactionist position).