Surf Waves
"Where is the place of excitement, of spontaneity? It’s in waves, and the bigger the better."
Charles Leech
Charles Leech is a SVP and the resident semiotician at Ipsos Canada, based in Toronto. He’s been practicing commercial semiotics for over 20 years, following his PhD in applied semiotics from QUT in Brisbane.
Marketing Photo Op (Marketing)
Is it ironic?
"Why on earth should I be interested in his taste in mocktails?"
Marketing Case File (Marketing)
Hagiography
"A curious emotion, awe: equal parts wonder, respect, and fear…"
Making Sense
"You can think deeply about seemingly silly things, and derive meaning from them belied by their simplicity."
Tree Ornament
Its very banality made it the perfect distillation of our fight.