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Martina Olbertová
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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Martina Olbertová

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Today, I am launching a new website!

Please, feel free to visit at www.martinaolbertova.com

My core focus will be on Global Brand Strategy projects powered by semiotics, cultural strategy & trend analysis.

However, being based in btw Prague and London, I will be also doing Brand Sense Checks & Brand Localisation for global brands interested in adaptation for Czech market & CEE region.

Lastly, I will do semiotic trainings as the interest in semiotics among marketing professionals has skyrocketed since we've launched the RWC Semiotic Series with ESOMAR a year ago.

Thank you for your support! 
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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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Martina Olbertová

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How Your Brain Understands Visual Language:

"A QUESTION DESIGNERS MAY ASK LINGUISTS HAS TO DO WITH HOW LANGUAGE CHANGES OVER TIME."

http://www.fastcodesign.com/3047340/evidence/how-your-brain-understands-visual-language

 #linguistics #design #semiotics
Or, "why email is still represented by an envelope." Design professor Josiah Kahane explains.
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New article on The New Age of Meaning: Future Predictions Issue, Market Research 2015/2016: https://lnkd.in/e5i2VCm

Originally written in a shorter form for RBDR Online (http://rflonline.com/) Key MR Influencers Special Issue.

‪#‎newmr‬ ‪#‎meaning‬ ‪#‎brandstrategy‬ ‪#‎semiotics‬ ‪#‎culturemapping‬ ‪#‎sensemaking‬ ‪#‎respectbrands‬ ‪#‎meaningfulbrands‬ ‪#‎humanbrands‬
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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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In her circles
199 people
Have her in circles
382 people
Paul Howells's profile photo
kinshuk jhala's profile photo
Mark O'Toole's profile photo
JsmeMarketing's profile photo
Jesus perez soto's profile photo
Soudní překlad CZ's profile photo
hend ibrahim's profile photo
Vladislav Toulec's profile photo
Amro Noechi's profile photo
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
Story
Tagline
Global Brand Strategist | Commercial Semiotician | Cultural Analyst | Semiotic Trainer | Writer & Speaker | Creator & Editor of RWC Semiotic Series with ESOMAR
Introduction
Hello, my name is Martina Olbertová and I am a Global Brand Strategist using the power of semiotics and cultural intelligence to create meaningful brands.

My mission is to help organisations worldwide develop authentic brands with inner integrity that are symbolically relevant and resonate with their audiences in global and local cultural contexts.
 
Brands are in the meaning business today. It's no longer about products and services, it's no longer about image or status even, it's about allowing people create their own individual and authentic identities through brand consumption. Meaning is the true future of marketing.
 
Based in the heart of Europe, I now work mostly in between London and Prague, but am very opened to new cooperation and partnerships, as well as working on more global brand projects as diversity of any kind deeply fascinates me.
 
Currently available for brand strategy, semiotic and cultural analysis projects, brand sense checks, semiotic trainings, speaking, publishing, and university guest lectures around the world.

For more information please visit: www.martinaolbertova.com
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Female