Dr Alex Gordon CEO

Alex founded Sign Salad in 2007, and has conducted semiotic analyses across five continents for a range of global FMCG, alcohol, telecoms, luxury, technology, automotive, travel, pharmaceutical, sports, leisure, and public sector brands.

Previously, he established the semiotics division at a leading global strategic brand consultancy, worked as a journalist, and as an academic. He has a PhD in Semiotics and Identity Politics.

In a former life he played in the Miles Davis quintet, scored a century against Australia at Lord’s, and solved crimes alongside Philip Marlowe. In his future life he scores the goal that wins the world cup for Scotland. In his present life, however, his wife and three kids just roll their eyes at him and join him on the trampoline.

Alex Gordon