Transatlantic Partnership for Semioticians

Semiotics specialists Andrea Goldman and Greg Rowland - based respectively in New York and London - have teamed up to launch a new venture, Common Theory. The pair aim to bring 'semiotically-inspired analysis and inspiration' to clients on both sides of The Pond.

Rowland, who trained under semiotics pioneer Ginny Valentine, has himself championed the rise of commercial semiotics over more than twenty years, and is known for work including the 'resuscitation' of Colonel Sanders for KFC and the invention of Calvin Klein's Euphoria.

Goldman brings more than eighteen years of experience as a cultural analyst, strategist and storyteller, and holds a Master's degree in cross-cultural symbolism. She worked with Rowland for a decade as Director of the Americas for the Semiotic Alliance, and founded 'deep cultural dive' company FABRIK in 2017.

The two are now Founding Partners of Common Theory, and will work with a third Partner, Frank Colmenares, FABRIK's co-founder and business development leader.

The Partners say they are aiming 'to reframe the role of commercial semiotics, and truly deliver on the nascent promise that remains within cultural theory for business and brands.' They explain: 'In 30 short years, commercial semiotics has expanded way beyond the dreams of its founding parents. But it's come at a price. There's now a deluge of auto-semiotics out there, with a multitude of dull templates and cliches.'

The new firm will use a fully bespoke approach for each project. DRNO is not aware of a web site for the company at this moment - more details from greg@semiotics.co.uk .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.