Peter Glassen — Brand Consultant + Semiotician

Peter Glassen is Brand Consultant and Semiotician. He advises and supports companies and organisations in the strategic development of their brands. Bern, Switzerland


I advise and support companies and organisations in the strategic development of their brands. In my more than 30 years as a consultant, I have analysed the identity of national and international brands and provided guidance on their development and positioning.


My approach, be it as a consultant, as an international speaker on branding and semiotics or as a lecturer for image theory at the Bern University of the Arts, is guided by my background in visual communication, my experience in the integration of theory and practice and my belief in the importance of treating others as equals and respected partners.

While studying communication sciences and art history, I developed a fascination for iconology (image analysis) and semiotics (sign theory).
I have founded a Swiss expert network for applied semiotics (, where I delve deeper into these subjects. Furthermore, as part of an international community of semioticians, I specialise in the analysis and synthesis of intercultural codes and signs.

In my dissertation “Markenmythos” (“Brand Myth”), I examine the staged images in the brand advertising of Nike, Adidas and Puma, highlighting the potential benefits and risks of mythological storytelling for brands

Companies and organisations have to communicate with authenticity. Only those who know who they are and why they do what they do can enter into an authentic dialogue with others. In my blog I explore brands in various contexts and explain how they function.