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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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New article in RWC Semiotic Series on an exciting and deeply relevant topic Big Data & Semiotics: Big Answers Powered by Meaning written by Steve Verba.

What are the implications of Meaning on Big Data? How to derive most value from Big Data and apply it to businesses? And what do Semiotics & Big Data have in common? How can Semiotics contribute to the analytics used in Big Data?

All questions and no answers?
Read Steve's article here: https://rwconnect.esomar.org/big-data-semiotics-big-answers-powered-by-meaning/
By Steve Verba. Big Data is big news. Bigger than anything else in IT, except The Cloud. Bigger than anything else in its impact on Marketing and Market Research. So big that it seems Semiotics would hardly be expected to lay claim to relevance to Big Data immense hype and impact.
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Today, we've published our 20th article in the RWC Semiotic Series with ESOMAR!

This time, it's written by a wonderful power team of Brazilian / British semioticians Mariane Cara and Ashley Mauritzen.

Their article Semiotics of Olympic Logos: The Meaning-Making Process explores cultural strategy behind two famous Olympic logos from London 2012 and Rio de Janeiro 2016.

All in all, a nice and visually stimulating read on design semiotics, cultural context of logo design and local relevance of brands!

Read the full article here: https://rwconnect.esomar.org/semiotics-of-olympic-logos-the-meaning-making-process/
by Mariane Cara and Ashley Mauritzen. The Rio Summer Olympic Games will take place in August 2016. The Games are a spectacle surrounded by strong symbolism, from their powerful governing ethos to strict built-in structures. The Olympic flame and five rings are iconic nonverbal cues that carry a ...
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RWC Semiotic Series continue!

Here is a new article by Toronto-based semiotician Sarah Jane Johnson on semiotics of the banking brands called Tangible Meanings in Intangible Categories.

In her article, Sarah looks at the diversity of banking propositions across Canadian market and brings interesting insights on the nature of Canadian banking discourse.

You can read her article here: https://rwconnect.esomar.org/tangible-meanings-in-intangible-categories-semiotics-of-banking-brands/
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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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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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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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Martina Olbertová

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What's the Role of 'Meaning' in Navigating the Future of Marketing, Branding and Business Success? Here's my article published in the RWC Semiotic Series with ESOMAR on the defining role of meaning in creating more compelling brand and business value in the future: https://rwconnect.esomar.org/the-future-of-marketing-is-based-on-meaning/ #Meaning #Strategy #Branding #Marketing #MR #newMR #mrx #business #innovation #sense #data #consumers #human
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This is an Open Letter addressed to marketing professionals worldwide.

Future of Marketing is Based on Meaning: "Meaning is the single one most important asset of a brand in the marketplace and the core of brand equity. It is perhaps the hardest thing to create in business, yet the most significant one for the future value creation and growth."

#meaning #semiotics #culture #marketing #future #strategy #data #research
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After a short delay over past summer months, here's a new article from our ongoing project RWC Semiotic Series with ESOMAR.

Today, Marzena Zurawicka of Semiotic Solutions, Poland gives us a deep dive into semiotics of brand gender.

How to determine a brand's gender? Why does it matter for the brand to have a consistent gender image? And how to overcome possible fragmentation while syncing brand expressions with the brand's inner gender?

Read more in Marzena's elaborate article here: https://rwconnect.esomar.org/semiotics-of-brand-gender-wha…/
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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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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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In her circles
201 people
Have her in circles
397 people
Zuzana Urbanová's profile photo
David Simak's profile photo
Stefania Gogna's profile photo
Lano vresta's profile photo
Adnan Ali's profile photo
Ludek Vokac's profile photo
Martin Charvát's profile photo
Nicola Venditti's profile photo
Filip Popovic'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 Strategy Consultant | Commercial Semiotician | Cultural Analyst | Writer & Speaker | Creator & Editor of RWC Semiotic Series with ESOMAR
Introduction
Hello, my name is Martina Olbertová and I am a Global Brand Strategy Consultant using the power of semiotics and cultural intelligence to create meaningful brands.

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 to create their own individual identities via brand consumption. Meaning is the true future of marketing.

My mission is to help organizations worldwide develop authentic brands with inner integrity that are symbolically relevant and resonate with consumer audiences in global and local cultural contexts.

Based in the heart of Europe, I work mostly in between London and Prague, but am very opened to new collaborations 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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Gender
Female