About me
As a brand strategist and semiotician, I am passionate about adding relevance, meaning, and content to brands. I use brand strategy, cultural insights and semiotics to enhance brand narratives and create impactful brand content.
Currently, I work from Paris for branding consultancies in the UK, Europe, and Africa on positioning and cultural insights problematics. I help international organizations - from luxury to FMCG- to become more impactful, meaningful, and relevant by connecting them more deeply with culture.
Work history
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Brand strategist & semioticianDJG Brand Studio
Paris, FranceFreelance
Local partner in France for branding and semiotics consultancies based in the UK, Europe, and Africa.
- Analyse shifting cultural trends and consumer drivers in a specific field on the French market, explore cultural meanings of a specific type of consumption in France, analyze how a brand positioning is understood in France, and give recommendations to make it resonate better with the local audience.
- Global FMCG clients ranging from food, cosmetics, household, and luxury fields.
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Cultural Insight DirectorKantar Consulting
- Johannesburg, South AfricaFull Time
In charge of enriching qualitative research projects with applied semiotics and cultural insights.
- Identify white spaces for new brand positionings and territories in African markets, understand the emerging consumer drivers in developing African markets like South Africa, Kenya, and Nigeria, explore what is the cultural meaning of a concept like “premiumness”, “status” or “glamour” across African markets, explain to clients how semiotics is a powerful complementary tool to classical qualitative research methodology
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Skills
- Brand Strategy
- Brand Concept
- Brand Developent
- Cultural Insight
- Culture Marketing
- Cultural Context
- Cultural Trends