Search a title or topic

Over 20 million podcasts, powered by 

Player FM logo
Artwork

Content provided by Bryce Whitwam and Ali Kazmi. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Bryce Whitwam and Ali Kazmi or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://player.fm/legal.
Player FM - Podcast App
Go offline with the Player FM app!

Decoding Brand China Using Semiotics: Panos Dimitropoulos

56:07
 
Share
 

Manage episode 481025803 series 3003211
Content provided by Bryce Whitwam and Ali Kazmi. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Bryce Whitwam and Ali Kazmi or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://podcastplayer.com/legal.
How can brands visually connect with Chinese consumers? What cultural codes effectively resonate with consumers, leading to trial and purchase? Today, we speak with Panos Dimitropoulos, a seasoned semiotician and cultural strategy expert. Panos helps brands connect culturally in China. He spent over a decade in China, leading Kantar's cultural intelligence team and guiding clients through China's evolving symbolic landscape. He's also the founder of Two Words Agency.
1. What exactly is semiotics? Why should marketers care?
2. What does it mean to see cultural codes in daily life? How can strategists start training themselves to do this, or should they leave it to the experts?
3. Why are brands looking so similar? Is social media making an impact?
4. How influential is the format to semiotics?
5. Why are semiotic interpretations subject to context?
6. Has the Chinese cultural codified context changed or resurfaced over time?
7. How do semiotics work in bottom funnel communications?
8. Can you provide some cultural semiotic examples?
9. How can semiotics help Brand China export itself to the world?
10. How can one learn more about semiotics?
11. What's behind your agency name, "Two Words"?
12. What's the difference between brand anthropology and semiotics?
13. Can brands influence culture?
14. Is there a glimpse into the future of Brand China?
15. Any recommendations for BFAs who may be interested in semiotics?
16. What's the impact of AI on semiotics?
Panos on LinkedIn: https://www.linkedin.com/in/thepdconcept/
Two Words Agency: https://www.twowords.agency/
Read more about Semiotics:
1. Roland Barthes: "Image-Music Text" https://www.amazon.com/Image-Music-Text-Roland-Barthes/dp/0374521360
2. Jean Baudrillard: "Simulacra and Simulations"
https://www.amazon.com/Simulacra-Simulation-Body-Theory-Materialism/dp/0472065211
3. Walter Benjamin: "The Work of Art in the Age of Its Technological Reproductibilty" https://www.amazon.com/Technological-Reproducibility-Other-Writings-Media/dp/0674024451
For everything ShanghaiZhan: http://zhanstation.com/
Bryce on Linkedin: https://www.linkedin.com/in/brycewhitwam/
Ali on Linkedin: https://www.linkedin.com/in/alikazmi/
  continue reading

80 episodes

Artwork
iconShare
 
Manage episode 481025803 series 3003211
Content provided by Bryce Whitwam and Ali Kazmi. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Bryce Whitwam and Ali Kazmi or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://podcastplayer.com/legal.
How can brands visually connect with Chinese consumers? What cultural codes effectively resonate with consumers, leading to trial and purchase? Today, we speak with Panos Dimitropoulos, a seasoned semiotician and cultural strategy expert. Panos helps brands connect culturally in China. He spent over a decade in China, leading Kantar's cultural intelligence team and guiding clients through China's evolving symbolic landscape. He's also the founder of Two Words Agency.
1. What exactly is semiotics? Why should marketers care?
2. What does it mean to see cultural codes in daily life? How can strategists start training themselves to do this, or should they leave it to the experts?
3. Why are brands looking so similar? Is social media making an impact?
4. How influential is the format to semiotics?
5. Why are semiotic interpretations subject to context?
6. Has the Chinese cultural codified context changed or resurfaced over time?
7. How do semiotics work in bottom funnel communications?
8. Can you provide some cultural semiotic examples?
9. How can semiotics help Brand China export itself to the world?
10. How can one learn more about semiotics?
11. What's behind your agency name, "Two Words"?
12. What's the difference between brand anthropology and semiotics?
13. Can brands influence culture?
14. Is there a glimpse into the future of Brand China?
15. Any recommendations for BFAs who may be interested in semiotics?
16. What's the impact of AI on semiotics?
Panos on LinkedIn: https://www.linkedin.com/in/thepdconcept/
Two Words Agency: https://www.twowords.agency/
Read more about Semiotics:
1. Roland Barthes: "Image-Music Text" https://www.amazon.com/Image-Music-Text-Roland-Barthes/dp/0374521360
2. Jean Baudrillard: "Simulacra and Simulations"
https://www.amazon.com/Simulacra-Simulation-Body-Theory-Materialism/dp/0472065211
3. Walter Benjamin: "The Work of Art in the Age of Its Technological Reproductibilty" https://www.amazon.com/Technological-Reproducibility-Other-Writings-Media/dp/0674024451
For everything ShanghaiZhan: http://zhanstation.com/
Bryce on Linkedin: https://www.linkedin.com/in/brycewhitwam/
Ali on Linkedin: https://www.linkedin.com/in/alikazmi/
  continue reading

80 episodes

All episodes

×
 
Loading …

Welcome to Player FM!

Player FM is scanning the web for high-quality podcasts for you to enjoy right now. It's the best podcast app and works on Android, iPhone, and the web. Signup to sync subscriptions across devices.

 

Listen to this show while you explore
Play