The student will be primarily working on synthetic organic chemistry and analysis. He will prepare a series of strained alkynes which can react with azides without the need for a catalyst. As a result, the new reagents have the potential to be ised to attach biomolecules to functional molecules such as fluorescent groups. The synthetic work will be extended to the functionalisation and purification of small peptides and biomolecules, and to the use of the reagents for certain materials applicaitons e.g. crosslinking of polymers.

Phyllostictine A (PA) is the most potent member of a new class of natural product isolated from the fungus phyllosticta cirsii that displays strong herbicidal activity and is an exciting new lead in crop protection. Martin Riemer (PhD 2014, University of Potsdam, Germany) will undertake the first chemical synthesis of phyllostictine A (PA) at the University of Warwick, UK and participate in a multi-disciplinary project that spans the interface between chemistry and biology. PA constitutes a formidable synthetic challenge and its synthesis will require him to develop a variety of new chemical reactions and processes. Emphasis will be placed on sustainable, catalytic transformations and on adhering to the principles of the ‘ideal’ synthesis (e.g. atom, step and redox economy), work which builds directly on the applicant’s skills and expertise. Through a secondment to Rothamsted Research, Riemer will broaden his knowledge base by testing a selection of synthetic analogues against invasive weeds. Taken together, these activities will advance our understanding of the mode of action of PA, and pave the way for the development of simplified analogues for use in agriculture. Moreover, through the planned training and mentoring activities, Riemer will develop into an outstanding early career researcher of great potential.

This project will demonstrate the significance of semiotics (the study of meaning-making) for science and society by developing a definition and conceptualisation of one of the most emblematic phenomena of Modernity: the brand. Indeed, although brands are of interest to us all, they remain multifaceted phenomena and defining them proves to be quite a difficult task: they are associated with entities that are not only very different to each other (e.g. an organisation, a product, a logo), but also hazy (e.g. a service, values). Whether one comes from marketing or social sciences, the quasi-ontological question of “what a brand is?” turns out to be a real intellectual challenge. Thus, drawing on and developing the theoretical and methodological apparatus of semiotics, the objective of this fellowship will be (O1) to define what a brand is semio-ontologically and what it produces semio-functionally. This involves determining how brands physically come into existence, and what they bring, in turn, to the social experience of the individuals who use them. The conclusions of my PhD thesis on the concept of “forms of life” will bring innovative hypotheses that will also enable me (O2) to create an alternative model for brand identity to those developed over the last 20 years in marketing, notably because it will place experience at the heart of all the issues. Finally, to refine the model and reveal its advantages, I will conduct a case study aimed at (O3) modelling the identity of Marca Perú, the Peruvian nation brand. By (O4) investigating the meaningful gap, that brands always raise, between promised experiences (in communication) and real-life experiences (in consumption), this case study will complete and conclude my principal objectives (O1-O2), as well as the global aim of this fellowship: to contribute to the development of the European semiotics in non-academic sectors (specifically the business one) and in other continents (mainly the American one).