From spin cycle to soul cycle: the Semiotic Square of Laundry

Laundry. It's not just about cleaning clothes, not just a chore. It's a world where habit, comfort and desires all tumble together.

Using a Semiotic Square shows you how detergents follow different narratives and get a different meaning in everyday popular culture.

The Semiotic Square is an insightful thinking tool to decode any topic in our culturally complex world and turn it into a structured framework for strategic thinking.

Very similar to the act of sorting your laundry....