Blogs, Branding, and LSI

MarketingProfs has a very interesting article about using blogs for brand insights. It discusses Latent Semantic Indexing (LSI) which I had not encountered before but seems like a good idea.

Brand health is ultimately a measure of how strong the connections are within consumer minds between a brand and its intended brand equities, which includes all those tangible and intangible assets of a brand, including its name, symbols and associations. LSI is well suited to explore these connections, since linguists developed this tool to mine large repositories of text for conceptual connections between words.

Accordingly, LSI can be readily repurposed to explore conceptual connections between words identifying brand (i.e., brand names) and the words marking their brand equities.

How does this relate to blogging? The author explains:

The recent surge in blogging by consumers offers an ideal environment for LSI analysis for brand health. Consumer-written blogs reveal largely unedited consumer attitudes in numerous diary-like documents that can be readily harvested for text mining through their RSS or ATOM feeds. Furthermore, the existence of date stamps within these feeds offers better temporal control of data than normal scraping of text content from standard Web sites.

The distributed, unedited nature of blogs gives them tremendous potential for uses like this.

  • Joy

    Sales promotions and incentives will definitely help branding. This kind of things can easily spread through either a word of mouth (more common) for offline business and through viral marketing if you happen to have an online presence (business websites) and can easily drive more traffic to your business. Thus, generating more sales.

    I have to admit Branding is everything in business, in order to start a good and profitable business you need to create your own unique and creative brand or identity. The brand that you created will boost your online and offline presence, when that happens more sales will be coming in to your business.

    I’ve known this site brandmelive.com that helps and guides and individual or startup company on how to create your own unique brand that stands out from the rest. In less than a month, I assure you, you will start to experience great amount of success on your brand or business with the efforts you put in. Believe me, I’m one of the million that benefited from that site.

    Hope that helps.

  • Joy

    I have to admit Branding is everything in business, but without any means of strategic marketing be it online or offline, your brand still would draw less customers.

    I’ve known this site brandmelive.com that helps and guides and individual or startup company on how to create your own unique brand that stands out from the rest. In less than a month, I assure you, you will start to experience great amount of success on your brand or business with the efforts you put in. Believe me, I’m one of the million that benefited from that site.