Katrin Horn is a veteran semiotician. She has worked on cultural analyses and brand development projects with The Semiotic Alliance covering Germany, France and Japan. Having lived in Germany, Japan and the UK, she is a bit of a modern nomad. Bringing this experience of living between and within different cultures to her research, she firmly believes in the power of in-depth exploration of cultures.
Katrin started her journey in one of Germany’s biggest advertising agencies, before taking the plunge into a more theoretical engagement with how consumers understand their world. Her PhD explores consumer interpretations of retail spaces in Japan and the UK.
The work for the Semiotic Alliance allows Katrin to combine her passion for cultural analysis with the experience she has in developing advice for some of the biggest brands in FMCG and Automotive and beyond.