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S

emiotics is used by researchers to help major international brands better understand their position as well as the opportunities and emerging threats to their brands. It is also used to track fundamental shifts in the marketplace. These projects can cost tens or hundreds of thousands of dollars, depending on the complexity and duration.

The process typically involves a skilled semiotic practitioner or small team working with a brand on a consulting basis. After defining the client’s goals and the research objectives, a broad sweep is conducted to gather relevant cultural elements. These may include broadcast or print ads, product examples, packaging, Web content, publications, articles and any number of additional specimens.

By examining, discussing and categorizing cultural elements on a deep level, it is possible to reveal new relationships, patterns and trends. Armed with this insight, marketers then spend millions of dollars on new product development, product marketing and brand marketing campaigns.

This traditional use of semiotics for branding, positioning and product development is not new. What is different is that, to my knowledge, this book is the first published work that applies semiotic principles to personal development.
So even though you are on a path that nearly everyone travels, you now have a powerful and dynamic new compass – Personal Semiotics – to guide you. This book was created to teach you how you can leverage the same techniques and principles used by multi-million dollar brands to create the life path that is right for you. That is my gift to you. And it is your gift to me that you have invested in this methodology. Thank you.

You Have Other Guidance, Too

You were created by a higher power. But your ongoing development, decisions in life and chosen path are up to you. To use a metaphor, you have to manage your own brand while you’re here on this earth. So I’m honored if this book assists you in some small way by helping you to better interpret the codes and sort through your choices.

Semiotics is a perfect tool for this endeavor as it activates your rational and emotional brain, and your conscious and unconscious mind. Personal Semiotics will help you discover what you really believe so you can get clear and make the changes you desire.

And of course, you don’t have to do this alone. You can pray for guidance at any time. And if you listen carefully enough, you’ll know the right things to do.

So let’s get into the fun stuff now — managing you as a brand and choosing your ideal path in life.

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