Nielsen has launched a new tool that will enable online marketers to map out the DNA of their brand.
Called the Brand Association Map (BAM), and from BuzzMetrics, it empowers marketers to find out what people are saying on blogs, message boards or any type of consumer-generated media to see how people really think about your brand online.
"Marketers [can] reconcile intuition and beliefs about brands with how consumers really contextualize them," said Jerry Needel, senior vice president, Product Management, Nielsen BuzzMetrics. "This aids understanding of true brand health, and results in marketers asking the right questions and making better decisions."
This will be a good tool to use because it can very quickly cut through what you may think or feel and give you accurate information on what is being talked about. That will give us better, current information and data that we can use to adapt our campaigns and strategies to.
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On a secondary subject, I want to mention something about how Nielsen marketed this in their press release.
Here's how they wrote it:
"The Brand Association Map (BAM) uses advanced text-mining algorithms to plot the most important language, attributes, issues and themes about a brand in concentric circles, derived from consumer expression in blogs, boards, ratings sites and other forms of consumer-generated media (CGM). With the brand represented in the bull's eye, the resulting visualization empowers marketers to quickly grasp how brand identity, reputation and equity mesh with core assumptions."
I think this is plain stupid. It reads like it's been written by someone trying to impress someone and justify the expenditure for their press release copy.
All they're saying is that they have a tool that will search out what people are saying about your brand online and then you can look at it and see if it lines up with how you think your brand is being perceived.
It seems to me we need to be much simpler in our communications and not talk to people like we're college professors writing our papers back and forth to one another which nobody ever reads but other college professors.
People don't talk or think like the release wording above. We need to communicate to people in everyday language that is easy and simple to understand.
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