Lucia Trezova

semiotics culture advertising marketing communication meaning market research storytelling context interpretation visual connotations metaphor personas card sort ux design prototype testing user experience ux research user journey ux methods metaphors brand management rhetoric creativity design brandscape meanings brands qualitative interaction digital media digital strategy web design human-centered interaction heat maps usability testing usability ethnography research innovation coaching story narrative approach psychotherapy values branding emotions twist plot freytag triangle brand communication narrative good story brands management myth market insight education marketing and advertising advertising agency cognitive brain guide to create medium genre multimodal discourse codes symbols symbolic consumption cultural categories signs communication narratives bossing kultura organizace klima sociopat mobbing sikana na pracovisti