A few thoughts on sentimental brands
Yesterday Simon and Amaia, managing partners at Attentio.com treated the Boondoggle strategic team with a workshop on conversation tracking and on how to extract intelligence from online conversations.
One of the things that struck a chord was this feature in their buzztracking application called "the sentiment tracker". What it basically does is analyzing the sentiment of a blogpost or a forum discussion. A topic can be neutral, negative or positive. It turns out that a majority of the things that people mention about brands are neutral.
However, some brands or products have a much higher degree of non-neutral conversations. For instance: if you compare online conversations on Nokia versus LG, then the sentimental tracker clearly shows a larger amount, but much more neutral conversations on Nokia (more on features), while LG has a smaller amount of conversations, but a much higher sentimentality (positive AND negative). I'll try to get the slide from Amaia to show this graph.
Of course, the higher amount of Nokia conversations is highly correlated with its market share. However, the higher level of sentimentality could be a much more interesting indicator for future growth (as the concept of Net Promoter Score proves - or "tries to prove" for you non-NPS believers).
That's why I like the concept of sentimental brands a lot: Brands that are remarkable enough to be talked about in a non-neutral way. In the end, in a world in which quality is becoming a commodity, it might be that only the sentimental brands will get noticed. Brands that you love or hate, but that can't leave you neutral. Like in the LG-case: It's beautiful, but its functionalities suck... actually, if you think of it: a lack of functionality is a price you have to pay for all things of beauty in life.
Link: www.attentio.com
Credits: Amaia Lasa for dropping the words "sentimental brands" in an "oh, by the way" kind of way.
Comments
Definitely a great feature on Attentio's dashboard. Another one we like here in the Public Relations filed is the way the system can discover trends of concepts that gather around your brand. Great stuff for issues monitoring... Lot's of work though on the clients side, at least in Blackline's field... Companies use these systems for marketing and product launches etc... far less for corporate brand management and external communications.
I saw these people at the eMakina seminar in Gent a while ago. Sentimental Branding was also the party which struck me to be the most interesting. I just wonder how many 'brands' will start using this... I'm not quite sure about that.
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