It is well known how, for at least two decades (1980s and 1990s), Jean Marie Floch's legacy has called for a possible encounter between semiotic studies and marketing, and has long become a key reference point in France and beyond. What prompted this convergence between Jean-Marie Floch and marketing? Undoubtedly, Floch found himself engaging with a vibrant empirical field, thus encountering the prospect of applied research—a rarity in some humanities disciplines. Furthermore, his distinctive aesthetic, plastic, and figurative approach to semiotic studies undoubtedly facilitated his engagement with the world of marketing, which is deeply intertwined with various facets of constructing imagery-driven narratives. And yet, it would be wrong to only dwelling on the purely iconological side in the case of Jean-Marie Floch, as can be evinced by looking at the part of his research that focuses on the study of the differences between pictograms and mythograms. The current contribution is therefore inspired by the desire to represent an effective and concise study of the most important moments of this encounter between otherwise distant worlds, semiotics and marketing, with a particular focus on the perspective of Jean-Marie Floch studies, these studies stand as a legacy that cannot be bypassed. We aim to understand, to the best of our ability, whether Jean-Marie Floch's legacy can still be regarded as an effective tool for comprehending the dynamics that govern contemporary marketing, now fully immersed in the new semiospheres of the 4.0 era.