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Keeping the difference

How Desigual remained true to itself by changing

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Fashion, advertising and creolised cultures. Chanel, ChiChiA, Guinness.

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Kapoor & Sons – significance of the family photograph

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Sophie Gomez

Sophie is a French semiotician and cultural analyst based in London. She studied semiotics and critical theory during her M Res in France and she holds a M Lit in Managing in the Creative Industries from the University of St Andrews in UK. Sophie is curious to understand the dialogue between brands, people, and culture in order to help sharpen strategy and drive innovative thinking.

London, UK

Dimitar Trendafilov

Dimitar has an MA in Business Administration and wrote his dissertation on brand positioning. He is now a PhD student at the New Bulgarian University (NBU) in Sofia, focusing on semiotic tools for research into markets, brands and cultural trend. After working in marketing with various companies Dimitar now teaches marketing and branding, working in the Socio-Semiotic Laboratory at NBU which studies brand awareness, positioning, commercial communication and local consumer behavior.

Sofia, Bulgaria

John Murphy

A cultural anthropologist ,with an MA(Distinction) in Visual Culture , John joins Truth from the semiotic specialist agency Space Doctors. He has trawled amongst others the world of pet food, home DIY and fabric conditioners with a semiotic lens. Formerly a sound engineer to the irreproachable Van Morrison and co-designer of ‘Treepee’ , a multi-functional children's toy. John is a member of the newly formed global network of semioticians, Semiotic Thinking Group.

London, UK