You are here


Chan(n)el nr°5 for Androids

In Sweden 54% object to a connected device monitoring their activities even if it makes their lives easier. That’s 11% higher than the global percentage*. It means the majority of people in Sweden prefer to get lost on the road than to let a navigation app monitor them. Growing news coverage of data misuse do not predict a decrease in those percentages soon.

Trust has become one of the major issue in life today. That’s why Martin Ljungdahl Eriksson – sonic strategist – and myself – semiotician – made it the underlying current of our talk at NextM, the largest ‘marketing and tech’ event in the Nordics where we were the guests of IAB Sweden (the Interactive Advertising Bureau). Both of us are part of Kantar Sifo Sensemiotics where we specialize in translating sensorial and semiotic insights into clear actionability for our clients.

We spoke about the relevance of (multi-)sensorial approaches and semiotics in branding today. Both in the physical and digital world, especially with distinctions now between Virtual Reality, Augmented Reality, Mixed Reality. Our approach, especially in terms of trust, looks at how communication is processed by the targeted listener. Since the receiver of our communication is (still) a sentient human being who judges authenticity in fractions of seconds based on the senses, it is fair to state that trust starts there: sensorial consistency in communication.

The above ad is a fake of course. The lovely blonde is a character from the Swedish TV-series Äkta Människor, or Real Humans as it aired internationally. She plays one of a group of androids that achieved free will and are looking to be accepted as “real humans”.

If you lack a ‘human’ body odor as an android, then Chanel nr°5 makes sense, does it not? How else are you going to hide something that is not there? The same way you hide something that is there – and, in this case making your smell consistent with how you look. Issues of authenticity, relevance and trust are very seldom issues inherent to technology, they are issues of perception and judgements.

Although highly relevant, it’s a really old insight: in 1632, some 386 years ago, long before we were faced with the “fake news”, “post-truth” or “alternate realities” era, Ponsiot wrote in his work on semiotics “It suffices to be a sign virtually in order to signify in act”, meaning something doesn’t have to be real, to have real consequences.

The way we react to - and in - digitally created realities depends on how our senses are targeted in a consistent manner, making the distinction between the tangible world and the virtual one disappear completely in terms of communication strategy. New technologies and new communication channels have no impact on ‘how’ communication works, but on its speed and form, on its availability and on the spaces they create. Figuring out how to communicate your brand in both the tangible and virtual world has consequently not changed either: understand your signs, narrative and values and remember that your audience will judge their authenticity, consistency and relevance the second they are picked up by the senses. Making sense has never been more sensorial (or less for that matter) than today.

*Numbers from “Connected Life 2017/18 Local Report: Sweden” – Kantar Sifo

Thierry Mortier



Jag är aktiv inom semiotik och modern konst sedan sexton år, och är specialiserad på att åskådliggöra komplexa strukturer. Som regelbunden talare på Semiofest, publicerad i Semiotica och är jag en aktiv utvecklare av semiotiska metoder.


Greate pieces. Keep writing such kind of info on your blog.
Im really impressed by it.
Hello there, You've performed an incredible job.
I'll definitely digg it and personally recommend to my friends.
I'm confident they will be benefited from this web site.

Also visit my homepage: jersey

Hi there! This post couldn't be written any better!

Looking through this post reminds me of my previous roommate!

He constantly kept preaching about this. I am going to send this article to him.

Fairly certain he'll have a good read. Thanks for


my web page: league of legends download free (

Hi there would you mind letting me know which web host you're using?

I've loaded your blog in 3 completely different browsers

and I must say this blog loads a lot faster then most.

Can you suggest a good hosting provider at a fair price?

Thank you, I appreciate it!

my page: universal usb installer download

Simply wish to say your article is as amazing. The clearness in your post is just nice and i could assume

you're an expert on this subject. Fine with your permission let me to

grab your feed to keep up to date with forthcoming post. Thanks a million and please keep up the rewarding work.

My page; minecraft

Hi, i think that i saw you visited my weblog thus i came to

“return the favor”.I'm trying to find things to enhance my site!I suppose its ok to use a

few of your ideas!!

My homepage :: minecraft

I am not sure where you're getting your info, but good topic.

I needs to spend some time learning more or understanding more.

Thanks for great info I was looking for this info for my mission.

Here is my homepage :: minecraft

Hi! This is my first visit to your blog! We are a team of volunteers and

starting a new initiative in a community in the same

niche. Your blog provided us useful information to work on. You have done a extraordinary job!

Here is my weblog ... league of legends download free

Hello There. I found your blog using msn. This is a very well written article.

I will make sure to bookmark it and return to read more of your useful

information. Thanks for the post. I'll certainly comeback.

Feel free to surf to my website; viagra

Ahaa, its nice conversation concerning this paragraph at this place at this website,

I have read all that, so at this time me also commenting at this place.

Here is my web site: kamagra

Have you ever considered about including a little bit more than just your

articles? I mean, what you say is important and all.

But think of if you added some great pictures or videos to give your

posts more, "pop"! Your content is excellent but with images and

clips, this website could undeniably be one of the best in its niche.

Terrific blog!

my homepage; levitra

Hey I know this is off topic but I was wondering if you knew of any widgets I

could add to my blog that automatically tweet my newest twitter updates.

I've been looking for a plug-in like this for

quite some time and was hoping maybe you would have some

experience with something like this. Please let me

know if you run into anything. I truly enjoy reading your blog and I look forward to your new updates.

Feel free to surf to my page - nolvadex

certainly like your web-site however you need to test the spelling on several of your posts.

A number of them are rife with spelling issues and I find it very troublesome to tell the reality then again I will definitely come

back again.

Here is my weblog clomid

Just desire to say your article is as amazing. The clarity for your put up is just spectacular and i can assume you are a professional on this subject.

Fine along with your permission allow me to clutch your RSS feed to stay updated with approaching

post. Thanks 1,000,000 and please continue the enjoyable work.

Also visit my web site; minecraft

My brother suggested I might like this website. He was entirely right.

This post actually made my day. You can not imagine just

how much time I had spent for this info! Thanks!

my webpage; minecraft

Good post however I was wanting to know if you could write a litte more on this subject?

I'd be very grateful if you could elaborate a little bit more.


Also visit my homepage; kamagra

Hurrah, that's what I was looking for, what a material!

present here at this blog, thanks admin of this


Check out my web page :: nolvadex

Thanks for sharing your thoughts. I really appreciate your

efforts and I am waiting for your further write

ups thanks once again.

My site :: clomid

Hello there! I know this is somewhat off topic but I was

wondering if you knew where I could locate a captcha plugin for my comment form?

I'm using the same blog platform as yours and

I'm having problems finding one? Thanks a lot!

Feel free to surf to my web page: buy clomid and nolvadex

Hi there, always i used to check web site posts here early in the

break of day, for the reason that i love to gain knowledge

of more and more.

My site minecraft

Hey There. I found your weblog the use of msn. That is a really well written article.

I'll make sure to bookmark it and return to read extra of your

useful info. Thanks for the post. I will definitely comeback.

My homepage ... buy Viagra free consultation

When I initially commented I clicked the "Notify me when new comments are added" checkbox and now each time a comment is added I get three emails with the same comment.

Is there any way you can remove people from that service?

Thanks a lot!

Here is my site ... viagra

You need to be a part of a contest for one of the highest

quality blogs on the web. I am going to highly recommend this web site!

my website ... minecraft

Hey there! This is kind of off topic but I need some advice from an established blog.

Is it very difficult to set up your own blog? I'm not very techincal but I can figure things out pretty

fast. I'm thinking about creating my own but I'm not sure where to start.

Do you have any ideas or suggestions? Cheers

Here is my weblog: league of legends download free

Oh my goodness! Amazing article dude! Thanks, However I am experiencing

problems with your RSS. I don't know the reason why I can't join it.

Is there anybody else having identical RSS problems? Anyone who knows the solution can you kindly respond?


Stop by my site :: minecraft

Have you ever thought about adding a little bit more than just your articles?

I mean, what you say is valuable and all. However imagine if you added some great visuals or video clips to give your posts more, "pop"!

Your content is excellent but with images and video clips, this blog

could certainly be one of the very best in its niche. Wonderful blog!

My website; azithromycin zithromax 250mg tablet

Visar 1-50 av 14331. Nästa ›

Lägg till ny kommentar

Basic HTML

  • Allowed HTML tags: <a> <p> <em> <strong> <ul> <li>
  • Lines and paragraphs break automatically.

Plain text

  • No HTML tags allowed.
  • Web page addresses and e-mail addresses turn into links automatically.
  • Lines and paragraphs break automatically.
Share Image: