Week 8: Positioning

This week I’ve been working on getting up to date with everything as much as I can after moving house the past week, so this week’s post will include last week’s (week 7) work.

I began by working through the semiotics activities, and refreshing my knowledge of it after completing visual language a while ago. I then got to analyse a logo using semiotics, which you can see below:


The signifiers here are the word Amazon and the graphic below.

The signified for this logo is reliant upon the graphic below. The curved shape has two implied meanings here: the first is that it resembles an arrow, pointing from the “A” in Amazon to the “Z”. As Amazon is an online retailer that delivers goods to the consumer, the implied meaning is that Amazon will get your purchase from A-Z, meaning they will bring it to you.

The second implied meaning here is that this graphic also resembles a smile, with the ‘arrow head’ mentioned previously acting as a dimple in the corner of the mouth. This is further emphasised by the slight upward curving of the z in line with this. This could represent that the customer will be happy with the service of Amazon, the quality of their product, or could even mean that service by Amazon is provided with a smile.


Following this, I worked on my own logo for the campaign using some of the theory explored:


I think it still needs some tweaking after receiving feedback from another class members suggesting that some people might mistake the w8 for weight instead of the intended wait. I do like the play on words here though, so I may need to rephrase to get the message across as intended.


For this week’s work we’ve been looking at positioning, and how we might apply this to our own campaigns. We began by looking at a series of ads by iinet, and then analysing their positioning strategy and its success:

  1. What was iinet trying to achieve with these campaigns? Who was their target audience? Why?

They were trying to differentiate themselves from their main competitors – the big names in internet and phone providers. Their target audience was most likely a younger age group – 20s-40s. Their use of pop-culture references (i.e. Godzilla) and the more casual tone of the ads indicate that they want this group to see them as relatable, “cool” and ultimately a good alternative.


  1. How did they go about it? Was it successful?


They tried to achieve this by using the difference between “big” and “little” symbolically. For example, the small man in the big chair, as others have mentioned. The use of the Godzilla reference is clever because it is a physically big example, but also because Godzilla is typically seen as the bad-guy, in which instance, iinet could be the little men below trying to bring him down. They also paint the picture of the big companies as being inhuman, exemplified by the factory at the beginning of the second video, they are heartless machines that tell you what to do without ever listening to you. Conversely, iinet paints themselves as the down-to-earth approach, using the little human icons to represent the fact that they actually listen to you.

I think it is successful in achieving what they hoped. For people who feel disillusioned with the major competitors, they would feel like iinet is a company that will take them seriously and provide a better alternative.


  1. What elements from the positioning videos are evident in these campaigns?

The most obvious is their use of trying to bring down the name of the competitors in order to make themselves the better option, as mentioned above.


We were then asked to find a good example of positioning in advertising ourselves. I remember this ad from visual language a while ago, and remember thinking it was a clever take on competitive advertising:

coke vs pepsi ad_Pinterest_10_5_17

It takes the idea mentioned in the positioning video above about casting a negative light on the competition, but then results in a clever come back ad which turns the effect on it’s head. The Pepsi ad on the left is the original, and then Coke hit back with the ad on the right shortly after. I think the fact that Coke was able to spin a clever ad in its own right and make it have a completely different meaning than intended is a pretty great example of how positioning can be used to one’s advantage and another’s detriment, although both ads no doubt gained a lot of publicity, so perhaps it worked well for them both?


Following this, we were then tasked with creating our own positioning matrices based on competing campaigns and/or organisations. I’ve tried to include both well-known campaigns, and those that are less-known to get a good grasp of how the competition to my campaign is acting in this market:

positioning matrices

I’m hoping to use this data in my presentation for assessment 3, so I’m hoping it paints a really clear picture of where the market gaps are, and how they can be filled.

Next week I am going to begin collating the data I have and working on my document for assessment 3.


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