POLITICAL
BRANDS
POLIMMERCIAL
BRANDS
COMMERCIAL
BRANDS
DESTINATION
BRANDS
BRAND
CRISIS
MANAGEMENT
DEEP
LEARNING
MARKETING
PERSONAL
BRANDS
POLITICAL
BRANDS
POLIMMERCIAL
BRANDS
COMMERCIAL
BRANDS
DESTINATION
BRANDS
BRAND
CRISIS
MANAGEMENT
DEEP
LEARNING
MARKETING
PERSONAL
BRANDS
POLITICAL
BRANDS
POLIMMERCIAL
BRANDS
COMMERCIAL
BRANDS
DESTINATION
BRANDS
BRAND
CRISIS
MANAGEMENT
DEEP
LEARNING
MARKETING
PERSONAL
BRANDS
Who
We are a group of specialists working at the forefront of AI Marketing, Computational Linguistics, Probabilistic Reasoning, System Dynamics, Game Theory, Semiotics, Cultural Anthropology, Political Science and Design Thinking
THE AI PIONEER IN BRAND POSITIONING, IMPLEMENTATION & MONITORING
Political Brands
WIN TOUGH ELECTIONS,
MOVE CONTROVERSIAL AGENDAS,
SOLVE PUBLIC OPINION CHALLENGES
ELECTORAL MARKETING
Elections are won before they even start. This demands IQ (analysis), EQ (inspiration) and TQ (technology). With this approach, we device and implement the Electoral, Political and E-Day strategies to win elections.
DONATIONS CONTACT PROGRAM
Though it doesn’t ensure success, money is necessary to be competitive.
Get contributions of all sizes with our Programmatic AI Platform that fully engages with your voter base.
AXIS OF SUCCESS (AOS)
A successful campaign hinges on a well-crafted Axis of Success. The “axis” comprises three components: the right dilemma, presented by the right leader to the right audience. Through the application of AI semantic analysis and Big Data, we not only discern the pivotal dilemma but also convey it to the audience awaiting its resolution.
MICRO VOTER TARGETING
Influence voter behavior with laser focused communications. Employing our cutting-edge semantic algorithms, we scrutinize personal data to unearth the unique interests of individuals, allowing us to craft hyper-personalized messages.
ANALYTICS FOR PRESENTATIONS
Big Data is the future of live events. With Synchronous Analytics, fine-tune performance during real-time debates, town hall meetings, public speeches, galas, rallies, protests and demonstrations.
VOTER INTENT PREDICTION
Anticipate vote intent with unrivaled accuracy. Through Voting Journey Analytics®, we accurately predict the outcome of major events. Among many other occurrences, VJA® predicted the outcomes of both the 2016 and 2020 US National Elections, a feat that garnered recognition in The New York Times.
MEDIA TRAINING
Leverage your media interactions with SEMIOTICA PressPro. Our bootcamp covers Axis Communication, Audience Sentiment Response, Composure, Subject Knowledge, Attire, Sound bites and Headlining.
MEDIA EMBASSY PROGRAMS
Elevate your candidate into the spotlight. With our tailored program we dramatically increase your ‘newsworthiness’. We also enjoy comprehensive access to the most impactful national and international media platforms to amplify your ‘news value’.
Commercial Brands
REIGN THROUGH RADICAL RELEVANCE, UNIQUENESS & AUTHENTICITY
BRAND POSITIONING
Root your brand in the hearts and minds of your target audience. Link your company to their aspirations, emotional cravings and social frictions using Machine Learning Techniques, Cultural Anthropology and Social Psychology.
BRAND NAMING
Imagine you have two children, and you name one ‘Winner’ while naming the other ‘Loser.’
A brand name defines a destiny and is a pivotal element of your brand experience. With our team of linguists, we unearth the trademarkable name that aligns best with the brand’s promise.
BRAND PERSONALITY ASSESSMENT
Using Natural Language Processing (NLP) we develop a dynamic measure of Brand Personality that adapts across different geographies.
BRAND EXTENSIONS
Brand Stretching is a risky business. Done right, it expands your market share. One misstep and it wrecks your core brand. We help you identify and advertise untapped opportunities to securely diversify your company’s corporate image.
BRAND-VALUE CHAIN ANALYSIS
Uncover where your brand is creating and destroying value. Using proprietary
Big-Data verticals, we connect your brand to improved customer and employee satisfaction, retention, lifetime value, and investor loyalty.
BRAND ARCHITECTURE
Fuse your sub-brands to your corporate identity. Help your workforce and customers navigate the hierarchy of your products and services with a clear taxonomy of categories, names and colors.
VISUAL IDENTITY
Elevate your brand with strong visual metaphors. Our art directors create potent analogies to facilitate recognition, elicit emotions, improve memorability, and convey storytelling and cross-cultural appeal for your brand.
BRAND ADOPTION JOURNEY ANALYTICS
Gain insights into how people progress from being unaware of your brand to becoming advocates. Through Semantic Algorithms, we pinpoint individuals’ positions within the Brand Adoption Journey, crafting precise messages that guide people toward the deepest level of engagement with your brand.
BRAND PROFIT ANALYSIS
Detect the key elements of your marketing mix. Identify what drives revenue, profits, market share, and spot potential financial threats.
SERVICE BRANDS
Most service companies ignore that the critical factor of their brand lies in the performance and well-being of their employees, that is, those providing the actual service. At SEMIOTICA, we help you design and implement a culture of customer satisfaction and we link service quality with the positioning expected from your brand.
POLIMMERCIAL Brands
ATTRACT CLIENTS
ON THE BASIS OF POLITICAL
AND SOCIAL IDENTITIES
Polimmercial brands are commercial brands that need to adopt political positions to remain relevant. SEMIOTICA offers a pioneering experience using Predictive Analytics to minimize the risks associated with your social perspective and a successful track record bringing political marketing techniques to the commercial realm.
DESTINATION Brands
ATTRACT VISITORS,
TALENT AND INVESTMENT
Since 2007, SEMIOTICA has crafted Destination Programs for a diverse local and national governments. Our team has partnered with prime ministers, presidents, mayors, directors of tourist boards, heads of investment agencies and multilateral banks to device the identity of their respective locations.
SEMIOTICA’s vision for every site (country, city, museum, heritage place, tourist attraction and natural area) is based on place-marketing analysis, innovative negotiated strategies, community engagement, destination identity, local team training, periodical auditing and Big Data reporting. Our service entails a marketing strategy that creates demand towards the destination, prompting local and global citizens to “find” it on the most suitable touchpoints.
BRAND CRISIS management
THANKS TO CROWD CULTURE BRANDS ARE BORN IN DANGER
When things go wrong, we help your brand to recover using a team of planners, war-room leaders, social media managers, legal advisors and media trainers. We also provide proprietary monitoring tools to detect and respond early to your workforce, customers and stakeholders. SEMIOTICA always includes post-crisis assistance to help you avoid new reputational challenges.
Personal Brands
AMPLIFY YOUR POTENTIAL
Personal Branding is integral to success and by definition tied to your organization‘s brand. We boast a portfolio working with politicians, CEOs, and thought leaders, assisting them in shaping and amplifying a compelling personal story. We design your foundational narrative and implement it through Evolutionary Coaching, PR and Social Media Campaigns, Online and Wikipedia presence, focused SEO and zealous monitoring.
DEEP LEARNING marketing
LEVERAGE AI TO CAPTIVATE YOUR AUDIENCE LIKE NEVER BEFORE
AI-POWERED CAMPAIGNS
We use behavioral data to understand people as individuals. With our propietary algorithms, we reach out to specific personas with tailor-made content, at the right time and place. We also optimize your ad budget, and predict buying behavior.
BRAND PROFIT ANALYSIS
We use AI to understand your brand profitability. Applying our own brand value calculator, we identify key marketing mix elements that drive sales generated under the brand umbrella, costs associated with running the brand and the intangible value of the brand.
BRAND RISK MEASUREMENT
We gauge your brand strength and potential threats vis a vis competitors. This includes establishing reputational, financial and operational risks and developing plans to mitigate those dangers.
BRAND SALES FORECASTING
We calculate the sales potential of any brand. This involves setting sales goals, allocating resources effectively and managing inventory levels. As for new brands, SEMIOTICA is able to assess the likelihood of successful market penetration.
OMNI-CHANNEL MEDIA OPTIMIZATION
We harness the power of AI to craft a media plan blending online and offline tactics, to boost your brand, your leads, and your bottom line. OCMO involves refining marketing campaigns, advertising spending and content delivery across all touchpoints.
INFLUENCER-BRAND FIT
In many cases, influencers have managed to take the brand to surprising levels, but this is not always the case. We study each case and identify which influencer aligns with the perception of your brand.
MARKET LISTENING
We use proprietary AI to comb millions of conversations to identify emerging trends to make accurate marketing decisions. Our analysis provides customer insights, competitive intelligence, campaign effectiveness, metrics, key influencers, product feedback, brand reputation and sources of potential crisis.
AUDIENCE SEGMENTATION
With our Big Data platforms, we segment the audience we are going to impact. We also subdivide segments further into: inactive, active, interested, committed and defender. This allows us to generate specific strategies to maximize audience response to your product or service.
ADVERTISING EFFECTIVENESS
Campaigns must be constantly measured. Measuring is the only way to take advantage of what is happening with it, to get the best out of it, or to make the necessary corrections. Our technology is capable of measuring in real time everything that is being generated in the different media.
When
SEMIOTICA intervenes at any moment in the life cycle of your brand, whether it’s in its infancy, growth, maturity, or facing a crisis
How
We uncover the deep-seated emotions, frustrations and psychological triggers that lead people to adopt a political candidate, a service, product or belief. We do this by using AI and Culture Engineering to position, implement and monitor all types of brands
What
Our mission is to create the deepest and most enduring bond between your Brand and its target audience.
AQUILES ESTE
An engineer of culture.
Semiotician, Creative Director, Brand Consultant and expert on Content Management with 32 years of experience advising organizations across a multitude of categories in over forty countries spanning Latin America, North America, Europe and Asia. Aquiles stands as a trailblazer in harnessing Big Data to position, implement, and monitor brands across commercial, political and polimmercial landscapes. In 2016, he conceived the innovative Voting Journey Analytics Platform, foreseeing the outcomes of the United States’ national elections.
He has delivered numerous lectures at several of the most relevant business and innovation centers in Latam, Europe and the United States. He was visiting scholar in the Department of Linguistics at New York University and created the Brand Content Management course at the Business School of the University of Miami. As the former Creative VP at Lowe, Aquiles commanded regional brands like J&J, DirecTV, and Renault. Aquiles has also served as a distinguished judge in key creative competitions, such as Ojo de Iberoamérica. With a Ph.D. in Semiotics from the University of São Paulo. Aquiles has contributed to the New York Times and consulted to some of the most influential political and corporate leaders in the Americas on matters related to branding, public opinion, electoral marketing and crisis management. His accomplishments include receiving the International Design Magazine World Award. In his book, “Media Ecology in the Internet Age,” Alejandro Piscitelli recognizes Aquiles as “a foremost expert in Memetics and Content Shareability.”
JOSEPH JOHNSON
A leading figure operating at the intersection of Branding and Technology.
Joseph is professor of Marketing at the University of Miami and member of the Big Data Center at UM’s Institute for Data Science. He teaches AI in Marketing, Analytics, Product Development, Brand Management and Deep Learning methods for marketing.
His research focuses on the use of artificial intelligence as aid for managers. His findings have appeared in top journals such as the Journal of Consumer Research, Marketing Science, Journal of Marketing, Journal of Retailing, Journal of the Academy of Marketing Science, Journal of International Marketing, Journal of Public Policy and Marketing. His contribution on market entry strategies into India and China earned him the Paul Root Best Paper Award from the Journal of Marketing.
The New York Times featured his research on utilizing social listening tools to forecast elections and sales. Additionally, his insights garnered citations in notable publications, including the Financial Times of India, MSNBC, and Kiplinger’s Personal Finance. Joseph has given presentations at Cambridge University, Harvard University, University of Florida, and the Wharton School of Business. In 2023, he chaired the Marketing Science Conference that brings together the leading scholars and practitioners of marketing in the US. His influence extends well beyond academia, with thirty-two years of consulting for the pharma sector, health care, automobile, steel, petroleum, aviation, digital marketing, entertainment and hospitality industries.
JACOB M GEORGE
Marketing at the speed of AI.
Jacob is a serial entrepreneur with over 25 years of experience steering ventures across retail, technology, and education sectors. His pioneering efforts have significantly shaped the email marketing landscape in India, establishing him as a key figure in the industry.
Jacob’s entrepreneurial journey began with the founding of iCubes, a groundbreaking venture that revolutionized the email marketing in Asia. In the early 2000s, when the Indian market had limited quality operators in the email marketing domain, iCubes introduced innovative global email technology solutions, setting new benchmarks for the industry.
Building on this success, Jacob launched cmercury, an AI-based email marketing platform renowned for its Machine Learning capabilities & industry best email deliverability and extended omnichannel features across mobile and web. Under his leadership, cmercury has consulted and managed the email marketing needs of over 1000 enterprises, both large and medium.
In 2019, Jacob ventured into the realm of digital learning with the establishment of Caspar Digital. This initiative aims to empower corporates and academics through innovative digital education solutions. Caspar Digital Academy has successfully provided courses to over 5000 professionals, academicians and students across Asia, fostering a new generation of digital-savvy individuals. Additionally, Caspar Ventures extends its reach into software development, creative studio services, and big data analytics.
Jacob’s forward-thinking approach continued with the co-founding of Paradym.ai, India’s first comprehensive generative AI platform devised for marketers. Paradym.ai is now utilized by marketers in 105 countries worldwide.
JOSÉ MANUEL ARIZA
A true pioneer in Social Intel.
Jose Manuel is a seasonal MBA distinguished marketing consultant and entrepreneur, with over 30 years of experience in management and consulting across diverse industries, markets, and academic realms, José embodies a rare blend of strategic acumen and creative prowess. His expertise spans strategic planning, branding, design thinking, business development, and marketing technological solutions, including CRM, CEM, loyalty marketing, big data analytics, and social intelligence, a field he pioneered in 2009. José’s career is marked by successful performance in commercial leadership roles within the telecommunications sector: TIM Telecom Italia Mobile, DIGITEL, DIGICEL, SKYTEL, and BLACKBERRY. As a forward-thinking professional, José excels in crafting holistic strategies that propel brand positioning efforts towards sustainable growth and competitive advantage. José’s comprehensive skill set positions him as a trusted advisor for top-tier decision-makers seeking transformative business strategies.
MATILDE NEUMANN
A visionary leader who transforms ideas into compelling narratives.
Matilde combines artistic sensitivity with business acumen, ensuring every project not only aligns with broader objectives but also pushes the boundaries of innovation. Her extraordinary ability to connect with people enables her to forge deep emotional bonds between brands and their audiences.
Over her 30-year career, Matilde has held leadership roles at prestigious agencies such as JWT, Lowe, Concept-McCann, and Semiotica. Her work has earned her countless awards, reflecting her exceptional talent and dedication. She has led campaigns for international giants like Kellogg’s, J&J, Unilever, P&G, and Kraft Foods, as well as iconic Venezuelan brands including Empresas Polar and Digitel.
Matilde’s influence extends beyond Venezuela. In Central America, she has significantly enhanced the Brand Equity of companies such as Digicel, Pollos Camperos, and Grupo Flores. Her expertise in political communication has been instrumental in forging a unique connection between citizens and key political parties across the Americas. Her collaboration with Amnesty International has played a critical role in mobilizing public opinion on human rights violations in Latin America, underscoring her commitment to social causes.
A Social Communicator from UCAB, Matilde entered the advertising world at just 18, specializing in Strategic Planning and Creativity. Her expertise has grown through continuous learning in Digital Marketing, AI, and Big Data Analytics, equipping her with a cutting-edge communication approach tailored for the digital generation.
CHRISTIAN PORRAS
An integral designer in graphics, branding and packaging.
It has made him stand out as an excellent visualizer and creative for many value chain brands such as Kellogg’s, Kraft Foods, Unilever, P&G and many others. Always part of a creative team, he developed an understanding of a brand’s communicational requirements early on since mid seventies in Sweden. That added to the knowledge of production and cinematography processes, made him the responsible for JWT’s audiovisual for a period of time.
Always a special projects man, he’s been to the US and Latin America for creative assignments since the 80s. By 1997, along with a small group of ex-JWT professionals, he receives the mission of founding the Caracas chapter of Ogilvy & Mather, a sister agency of JWT and also part of the WPP Group. There he consolidates a successful operation of regrouping and winning accounts of the Ogilvy agency international roster of clients along with an excellent output of local agency creative during his responsibilities as part of the directive team as VP Creative.
Has attended Venezuelan enterprisers and local commercial clients’ needs for many years through branding and packaging and his work can be found on the shelves of supermarkets today as well as several local brands of which he was fundamental in creating along a lengthy career that began in the 70s till today. Critical and opinionated, has also been part of Semioticas’ original group giving graphic life to branding statements to confirm their positioning. And last, but not least, an avid motorcyclist part owner of a motorcyclist apparel brand and also has a passion for designing cars.
JUAN CARLOS GIRÓN
Chief Technology Officer.
Juan Carlos Girón is a seasoned technology leader with over 15 years of experience in the Information Technology sector. As the Chief Technology Officer at SEMIOTICA, he drives the integration of advanced technology solutions to empower and differentiate our offerings
in a competitive marketplace.
With a strong analytical mindset and a commitment to meeting deadlines, Juan excels in developing innovative strategies that align technology with business objectives. His leadership skills foster collaboration among cross-functional teams, ensuring that all professionals work cohesively towards achieving shared goals. Juan, possesses a deep understanding of the evolving digital landscape, leveraging cutting-edge technologies to enhance brand visibility and engagement. His ability to communicate complex technical concepts to non-technical stakeholders has been instrumental in bridging gaps and fostering productive partnerships.
Dedicated to continuous improvement and excellence, Juan is passionate about harnessing
technology to create impactful marketing solutions that resonate with clients and drive measurable results. Under his guidance, SEMIOTICA remains at the forefront of innovation, delivering exceptional value to our clients.
