Alex Gordon

Alex Gordon is the CEO and founder of Sign Salad, a leading semiotics and cultural insight agency based in London.12 He established the company in 2007 and has since been conducting semiotic analyses across five continents for a wide range of global clients, including blue-chip companies such as Unilever, GSK, and Chanel.12

Professional Background

Dr. Gordon is a renowned expert in semiotics, which is the study of signs and symbols in communication. His work focuses on helping brands understand unconscious influences on consumer behavior and attitudes.1 Sign Salad specializes in:

• Cultural insight projects
• Semiotics
• Language analysis

The agency provides advice on global innovation, positioning, visual identity, packaging, and communications projects.15

Academic and Speaking Career

Before founding Sign Salad, Alex Gordon was a lecturer at Goldsmiths, University of London.1 He holds a doctoral degree, though the specific field is not mentioned in the provided information. Dr. Gordon is also a motivational speaker, offering insights into the use of signs, symbols, and communication in various contexts.4

Approach to Brand Strategy

Alex Gordon's approach to brand strategy is deeply rooted in cultural analysis. He believes that culture is what differentiates us and makes brands meaningful to consumers.3 His work emphasizes the importance of understanding both the denotative (literal) and connotative (symbolic) meanings in brand communications.1

Gordon argues that effective brand communication requires control over these levels of meaning to avoid confusion and disconnection from consumers. He advocates for the use of semiotics in marketing, stating that it provides insights beyond what customers explicitly say, which is crucial for brand success in today's market.1