Maru/Matchbox Launches Visual Semiotics Tool

Canada-based communities specialist Maru/Matchbox has launched a semiotics tool called Brand Emotion, which analyzes large numbers of images and promises to help clients understand what emotions their brand evokes for consumers.

The new tool is built on the firm's proprietary technology platform, Maru/HUB, which integrates multiple data streams into a single system allowing real-time analysis of behavioral, transactional and attitudinal information. The HUB has already been augmented in the last month with the addition of an influencer social listening tool, Maru/Lissted.

Brand Emotion has been developed after testing more than 100 global brands among 12,000 consumers to determine their 'emotional signatures' - for example streaming service Spotify was seen as 'dynamic, uninhibited with a sense of well-being', says the firm, while Coca-Cola's brand signature 'reflects its marketing campaigns as friendly, joyful and active'.

Maru Group CEO Ged Parton (pictured) says of the launch: 'Consumers are more open to messaging when the message is delivered in the same emotional wrapper as they perceive the brand. By understanding how different audiences feel about a brand we can use the Emotional Signature to tailor communications with those consumers utilizing the same emotional elements'.

Web site: www.marumatchbox.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.