You can’t understand viral trends with logical analytical tools, but by measuring emotions
We are starting to examine politics, economy and society under the brand focus. We believe that you can’t understand viral trends with logical analytical tools, but by measuring emotions. We are measuring these emotions via the brand personality profile from Jennifer Aaker and in addition with some neural marketing tools.
We started with the brand personality of Boris Johnson produced by online-media in Germany . Don’t take me wrong, I don’t like this guy. But fact is: He is good in touching people emotions (positive and negative) as Trump or Thunberg are.
For Boris, we are used the media analytics tool from pressrelations.de , 15,000 articles, 14,000 statements. The result is a brand personality profile in real time (click here) .
That means: We are now able to measure the brand position of every brand (even in social media). Because you can picture each brand with this tool, it is easier to find new viral spots. Because you see the impact in real time, you are always aware, which emotions are distributed to the recipients. I think it is not a surprise to you, that most companies are displaying a catastrophic emotional profile (especially in social media).
This post is also available in: German