H==’s explanation on semiotics is precise as an introduction of semiotics to marketing overall.
As far as I see in the marketing activities in Japan, the semiotics thoughts are well adopted into the process of the value-addition by putting episodes and stories. It may be considered as a part of the realm of Contents Marketing in overall marketing. However, in Japan, even the famous Otaku consumptions are often described with semiotics terms and thought structure.
I learned semiotics in the Japanese language. My English skill is not good enough to exemplify the semiotics case in marketing in detail. I started LinkedIn only several months ago, and have been a member of Semiotics Group in LinkedIn from the start in order to re-learn semiotics in English. Hopefully I will be able to explain the good examples in English in the near future.