Esomar Membership
Alphabet is a member of ESOMAR, the world organisation for enabling better research into markets, consumers and societies. As such, it complies with the ICC/ESOMAR International Code on Market, Opinion and Social Research.
Alphabet's Senior Partner
Joseph Sassoon
Joseph is a brand and storytelling expert, researcher, author and conference speaker.
He is the founder and leader of Alphabet and teaches Brand Storytelling at the Master in Marketing Utilities and Storytelling Techniques, Pavia University.
He sits in the Advisory Boards of Osservatorio Storytelling, Pavia University.
Joseph has carried out a great number of research projects on brand and communication matters for Italian companies and foreign firms doing business in Italy. Internationally, he has conducted extensive research in the US, several European countries and Asia (Japan, China, Thailand).
He is the author or co-author of six books published in the last few years. They are mostly about how brands can use storytelling and social media in contemporary marketing.
Joseph blogs at: www.webstorytelling.org.
Events
Joseph Sassoon frequently speaks at national and international conferences and seminars. Some of the events:
Campus Party Italia
Joseph's speech: "Gamification, Storytelling, Marketinh" - with Alberto Maestri
July 25 2019
Fiera Milano Rho
Torino Digital Days
Joseph's speech: "Storytelling and Artificial Intelligence"
February 8 2019
Teatro Vittoria, Torino
Milano Digital Week
Discussion with Joseph Sassoon and Andrea Fontana on "Exponential Storytelling"
March 15 2018
OpenKnowledge, Milan
Master in Brand Communication
Joseph's speech: “From Web Storytelling to Experience Design”
January 23 2017
Politecnico di Milano
Social Business Forum
Joseph’s speech: “Storytelling and Gamification”
July 6 2014
Marriott Hotel, Milan
Università di Pavia –Third National Conference on Corporate Storytelling
Joseph's speech: ‘The Power of Tales in Web Storytelling”
March 23 2012
Casa dell’Energia, Milan
Assirm: XIV Training Course in Market Research
Joseph's speech: ‘Semiotic Approach and Neuromarketing’
April 7 2011
Spazio Chiossetto, Milan
Unicom – The Brand Is Dead, Long Live Branding!
Joseph's speech: ‘Brands as Stories. Semiotics and Narrative Marketing’
September 28 2010
Magna Pars, Milan
Barilla Center for Food and Nutrition – 1st International Forum on Food and Nutrition
Joseph's speech: ‘Food for Culture: Introductory Remarks’
December 3 2009
Westin Excelsior Hotel, Rome
ESOMAR – World Congress 2009
Joseph's speech: ‘Advertising in Times of Crisis: A Semiotic Analysis of Some Savvy Creative Approaches’
September 16 2009
Music & Convention Centre, Montreux
ESOMAR – Qualitative 2008 (World Conference)
Joseph's speech: ‘The Role of Helpers in Advertising: Bridging the Way from Semiotics to Storytelling’
November 19 2008
Movenpick Hotel, Istanbul
Image Group –Annual Conference
Joseph's speech: ‘On the Power of Archetypes: Advertising Stories as Seen by a Semiotician with a Bent for Hollywood Screenwriters’
October 17 2008
Marriott Hotel, Milan
AQR/QRCA – Bridges to Excellence. The Worldwide Conference on Qualitative Research
Joseph's speech: ‘Semioscreen. A New Powerful Analytical Cocktail’
May 8 2008
Rey Juan Carlos Hotel, Barcellona