Project:

The Culture of JBL: Marketing Speakers Through Netnography and Semiotics

Description:

This was a project at the University of Michigan Ross School of Business. It is a netnographic and semiotic analysis of JBL. It assesses what JBL believes, how JBL’s target audience views it, the communities JBL’s audience belong to, and what JBL conveys with symbolism.

Additional recommendations are provided to improve JBL’s standing with its target audience and more successfully convey its desired message.

Brand Conviction:

JBL says: “The brand seeks to elevate experiences with immersive audio to make life more epic” and “unleash the power of music so you can live life to the fullest wherever and whenever.”

Meaning…

JBL enhances people’s lives through sound

Target Network:

JBL’s target network are “Everyday Extraordinaires”

Everyday Extraordinaires are:

Experience Seekers – Passion for new experiences drives them and gives meaning to their life
Extroverts – Willing to meet new people, try new things, and put themselves out there
Live Life – They “live life the way they want” and without regrets
Enhance Life – While living their life, they look to take it to “the next level”

Netnography:

A netnography revealed that JBL users and potential users spend time in music, audio, and speaker subreddits, as well as the r/JBL specific subreddit. Online communities dedicated to the best listening experience are where the most mentions occur.

Primarily the conversations are feature-based (sound quality, price, bluetooth), followed by experience-based (performance at a backyard party, on-the-go use), and then novelty (collector groups).

I compared this to a netnography of Beats by Dre, a JBL competitor, which held a much larger share of conversation dedicated to cultural significance. The “cool” factor and what Beats conveyed to other people when you wore them was much more important in these communities.

Semiotics:

Exploring the semiotics and defaults of the JBL brand revealed that it is not exciting enough. It fell flat among audiences and didn’t convince its target network to perceive JBL the way it perceives itself.

I had two primary recommendations to improve in these categories. Partner with more exciting defaults like music festivals and car brands that exude the experience-seeking “Everyday Extraordinaires” they want to target. Second, embrace the “!” in the logo. This is screaming “Exciting”! Use it more, everywhere, and constantly convey excitement.