Marketing Semiotics - Global Brand Strategy

Advertising ServicesIllinois, United States0-1 Employees

Marketing Semiotics - Global Brand Strategy operates as a research and consulting boutique in Chicago, providing cultural insights into how consumers emotionally connect with brands. Led by director Laura Oswald, the firm pursues a results-oriented approach that has influenced global branding, advertising, new product development, and design strategy for prominent brands worldwide. Notable work includes guiding Ford’s brand lineup and shaping the positioning for the Ford Escape and Ford Focus during their prototype phase, as well as advising on the American Express Plum Card, Coffee Mate Natural Bliss, and Domino’s service site renovation. 

The practice draws on extensive qualitative research—such as focus groups, depth interviews, ethnographic work, and design studies—conducted across continents and across categories like consumer packaged goods, automotive, healthcare, financial services, luxury, and fast food. It also offers custom semiotic research that blends primary consumer research with cultural artifacts, packaging and retail design, and industry data. Framed by semiotics, a field that combines linguistics and cultural anthropology, the work examines how consumers seek meanings to navigate their lives and form brand relationships, while considering how consumer agency, cultural change, globalization, and creativity influence these codes and create opportunities for innovation and growth.

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