Dr Rachel Lawes, owner of Lawes Consulting Ltd, is one of the most recognisable faces in British semiotics. She is the author of numerous papers and articles that explain semiotics and related research methods, the best-known and most-cited being Demystifying Semiotics (2002). She is also the author of Futurology Through Semiotics (2009) and Rebranding Charmin (2011). Rachel has spent her entire commercial career encouraging clients and researchers to rely less on the psychological research methods of the early 20th century, which are entirely concerned with the attitudes, opinions and personality traits presumed to reside inside consumers’ heads, and to take more interest in what is ‘out there’: in the social and cultural forces, regional, national and international, that shape the behaviour of consumers in very large numbers, cutting across individual differences. Lawes companies serve clients around the world and in every consumer-facing sector. Notable clients include Mondelez, P&G, JCDecaux and Eli Lilly. Regions in which we take a special interest: China, India, North America, South America. Commercial applications of semiotics go beyond packaging and advertising; they include branding (creating new brands from scratch, repositioning failing brands), innovating new products and services and predicting future social trends.