Prepared for John W. | Delivered September 8, 2021
Semiotics in Brand Positioning
To provide information that will prove Semiotics's effectiveness in building brand positioning and equity. This will specifically:
Provide information about the return on investment on using Semiotics as a research method
Provide examples of Semiotics that feed into successful brand campaigns
Provide a list of companies that have formal Semiotics practices
The initial hour of research indicates that data availability is adequate on this topic.
Semiotics and Successful Brand Campaign
An example of a successful brand campaign that made use of Semiotics is T-Mobile's "Life's for Sharing" campaign in the UK. The campaign involved a "very successful
Liverpool Street Station Dance execution
The inclusion of Liverpool Street Station Dance execution in the campaign was the result of semiotic marketing research and analysis conducted by Sign Salad, a semiotic marketing firm. Sign Salad's "
insight into the cultural context
of sharing and how it could be communicated differently in the future gave T-Mobile a way to stand out from other network providers."
The semiotic marketing firm's analysis of the "
changing meaning of 'sharing'
for the 18 - 30 demographic in the UK" revealed that "sharing was expressed as a
narrative of 'inclusivity
'; highly spontaneous, short-lived, emotionally-charged exchanges between large groups of strangers." The unexpected interaction of people in the campaign's street station dance execution was a visualization of that inclusivity.
Return on Investment on Using Semiotics as a Research Method
When Semiotics research was used in preparing for T-Mobile's "
Life's for Sharing
" brand campaign, "
the brand established itself
as a relevant, differentiated player in the UK and US." It also improved sales by more than
and generated an ROI of more than
There are several benefits in the use of Semiotics as a research method, particularly in marketing research. For one, it can improve the
overall brand messaging
. Also, Semiotics can influence the
Companies with Formal Semiotic Practices
Some companies with formal Semiotic practices include T-Mobile,
Apple, and Lipton
Lipton makes use of a semiotic marketing firm to improve its packaging. Upon the recommendation of the semiotic marketing firm, Lipton released two packaging visuals (one has an image of "
a steamy hot teacup
," while the other has an image of an iced-tea pitcher with ice cubes and lemon slice) that removed the contradictory elements which were present in its previous packaging. These two packaging visuals brought clarity and differentiated Lipton from its competitors.
We have provided examples of companies and brand campaign that makes use of Semiotics. We did not have enough time to provide more examples of brand campaigns, but we can do so with further hours of research.
The initial hour of research indicates that information on companies with formal semiotic practices appears limited. We have considered the company's use of a semiotic marketing firm as a formal semiotic practice.
We assumed a global geographic focus. The initial hour of research revealed that there are more examples of semiotics in brand campaigns outside the US.
Your research manager recommends working with a
A Generalist is Industry Agnostic and give you the best value.
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