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>Semiotics are not based upon fieldwork but on expert description based upon a given local culture

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Expertise in semiotics searches to "identify" all elements that give sense to a product and contributes to a brand notion in relation to consumers.

1WR co-ordinates a burgeoning network of semiotic experts of the French school (F. de Saussure and Roland Barthes).

Analysis conducted by experts is based upon:

• Imaginary of graphics/design and brand ("territory" i.e.: robust, simple, square)
• Encoding of graphics/design and brand ("transcript" i.e. classic, functional)
• Associated links, more or less conscientious ("signified" i.e. no problem in life, no surprises, peace of mind)