Semiotics is a means to an end: we are not ‘Semioticians’ per se; we use Semiotics to solve marketing, innovation or brand challenges

Whatever works: Semiotics is a key lens for understanding the world. But it’s not the only lens. Hence, if warranted, we combine Semiotics with other techniques, notably qualitative research

Keeping it real: Semioticians can sometimes be, well, a little vague. Our analysis is thorough, but our output must always be practical: if you don’t know what to DO as a result of our efforts, we haven’t done our job