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Martina Olbertová
Works at Brand Curator
Attended Charles University in Prague
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Martina Olbertová

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A COMPLETE GUIDE TO COMMERCIAL SEMIOTICS: How To Use Semiotics In Marketing To Unlock Hidden Potential Of Your Brand. 
Understanding semiotics has never been easier!

Read the full presentation here: http://www.slideshare.net/martinaolbertova/a-complete-guide-to-commercial-semiotics-how-to-use-semiotics-in-marketing-to-unlock-hidden-potential-of-your-brand-28705443
Understanding semiotics has never been easier! This presentation aims to give you basic overview of what semiotics is, what the difference is in between academi
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What is the Value of Semiotics? 

Let Greg Rowland enlighten you with his Semiotic Case Study for Calvin Klein's Euphoria. A study that drove 1 Billion Dollars ROI and got Calvin Klein back it’s mojo in the global world of fragrance. 

Our RWC Semiotic Series continue with the 6th article: http://rwconnect.esomar.org/semiotics-the-billion-dollar-case-study/
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Before Google came on the scene, advertising was little more than one-way communication—companies talking “at” their customers instead of “with” their customers. But thanks to web communications,
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Second article in our RWC Semiotic Series realized in cooperation with ESOMAR is by Chris Arning, Founder and the creative head behind a London-based agency Creative Semiotics. He talks about the value of semiotics in research, and how organizations can understand the cultural meaning of their brand. #semiotics   #culture   #researc   #mrx  

http://rwconnect.esomar.org/value-of-semiotics-in-research/
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I'm on board ;)
More pics here: http://2014.semiofest.com/were-in-shanghai-for-semiofest-come-and-join-us/  
Just a week and a tiny bit to go! #Semiofest2014
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Proud to be a part of this year's Semiofest held in Shanghai!

I will speak on the 1st day block about innovative approach of Brand Curator as a strategic brand direction based on semiotic principles.

Official program of the event can be found here: http://2014.semiofest.com/wp-content/uploads/2013/12/SEMIOFEST2014_PROGRAM_APR.pdf
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Have her in circles
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Martina Olbertová

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Ever wondered about Brand Personality Crisis? What if your brand’s key assets or equities aren’t deeply and tightly integrated? 

What if your brand is confusing and alienating to your customers?
Then you have a problem with personality of your brand. 

Luckily, semiotics can help. 

Read more in a new article by +Joshua Glenn of Semiovox for our global semiotics evangelization project RWC Semiotic Series that I've created in cooperation with ESOMAR and world's leading semioticians: http://rwconnect.esomar.org/personality-crisis-how-semiotics-can-heal-your-brand/
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Check out my guest appearance on Bob Lederer RFL Communications Editor & Producer RBDR show on 5 Market Research Myths Debunked! 

Talking about need to interpret data in a larger social & cultural context, use research as a compass and not an instant recipe for brands, the fact that answers are not locked in heads of consumers but instead in culture that has helped shape consumers' identities in the first place, that research is not purely analytical but also creative, and lastly that research is not only a validation tool for brands but can also serve to activate consumers. #semiotics #culture

Martina Olbertova's 5 myths for MR to overcome (RBDR 9/16/2014)
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Here is the third article from our RWC Semiotic Series - a global collaborative project aimed at evangelization of semiotics in marketing brought to you in cooperation with 30 world's leading semioticians and ESOMAR. 

This time we look at #semiotics in context of the market in North America. In his Tired of meaninglessness?, Oliver Perrin - Semiotician, Brand Strategist and Partner at Culture, Atlanta-based semiotics & cultural insight agency - explores the individual steps of a semiotic project and brings the much needed clarity in how to develop a new successful brand proposition for Church's Chicken® and Texas Chicken® on the US market and worldwide. #semiotics   #culture   #research   #mrx  

http://rwconnect.esomar.org/tired-of-the-meaninglessness/
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The #Semiotic Series are officially out!

RWC Semiotic Series is a global evangelization project featuring articles from 30 world-leading semioticians from over 15 countries worldwide over the course of next 12 months created and published in cooperation with Research World and ESOMAR.

Our aim is to expose semiotics to the global marketing and research audience in a more practical business-oriented manner through a series of demonstrative brand cases and introduce it from a slightly different angle: not only as a method, but more importantly as a business instrument that delivers tangible benefits for brands.

Semiotics already is a fully established and globally accessible analytical tool ready for marketers to use in addition to the market research they are already conducting. We believe they should know exactly how, when and why to use it in order to make semiotics more opened and inclusive for the local markets worldwide.

Here's the first article Everything You Wanted to Know About Semiotics (but where afraid to ask) written by me as an introduction to the Series: http://tinyurl.com/nflxadg 

I hope you'll enjoy the Series!

Thanks for reading,

Martina Olbertova
Chief Meaning Officer at Brand Curator
Creator and Co-Editor of RWC Semiotic Series
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Thanks to Mindless for a great strategic branding / creative thinking / presentation skills triple combo workshop!
Great atmosphere, great presentation & really handy tools!
Can only recommend! Check out Karel's schedule for upcoming events in his tour around the world at: http://mindless.biz/tour/  +Karel Novotny
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Interview with Martina Olbertova about Brand Curator: Brand without meaning is just an empty shell. 

Whole interview is available here: http://brand-curator.com/2014/04/14/interview-with-martina-olbertova-brand-without-meaning-is-just-an-empty-shell/

#branding #brandcuration #semiotics #culture #culturalintelligence #MRX #NewMR
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Have her in circles
378 people
coice john's profile photo
Mixit Cz's profile photo
Soudní překlad CZ's profile photo
Cindy Brown's profile photo
Martin Mádle's profile photo
Andre Scholz's profile photo
parfemprevas sk's profile photo
Martinko Goméz Fiksel's profile photo
Katarzyna Byrtek's profile photo
Work
Occupation
Founder and Chief Meaning Officer at Brand Curator
Employment
  • Brand Curator
    Founder & Chief Meaning Officer, 2012 - present
  • Perfect Crowd
    Research & Community Manager, 2010 - 2012
Basic Information
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Female
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Tagline
Founder & Chief Meaning Officer at Brand Curator
Introduction
Brand Curator is a strategic insight consultancy using semiotics & cultural intelligence to resuscitate the meaning of brands. 


We see brand meaning as the single one most important commodity in the marketplace. 
After all, "consumers shop for meanings, not stuff" as Laura Oswald would put it (in reference to her book Marketing Semiotics).

We use strategic insight, semiotics & cultural intelligence to drive understanding of brands in realm of their social and cultural contexts. 

This helps companies optimize their brand-planning processes and create meaningful brands with a clearly defined purpose. 

We are a member agency of ESOMAR, a worldwide organization of research professionals.
Education
  • Charles University in Prague
    PhDr., MA and BA in Media Studies, 2004 - 2011
  • University of Glamorgan
    Media & Communication, Photography, Cultural and Gender Studies, 2008 - 2009
  • Georgetown University
    Political Journalism, 2008 - 2008
  • Georgetown University
    Political and Economic Systems, 2009 - 2009