#64 :: Visiting Brandtology

During my Singapore vacation in October ’09, I caught up with Kelly Choo, co-founder of Brandtology.com, to learn more about their online brand intelligence service.

While there are numerous online sentiment monitoring companies in the States, such as Radian6 and Omniture, this space is relatively new and growing in South-East Asia.

As mentioned before, my friend Ben Koe works at JamiQ, which differentiates from Brandtology’s intelligence suite with a straightforward, hands-on approach to social media monitoring. There’s also ThoughtBuzz, which I recently read about.

To better understand the strengths of each startup, check out SG Entrepreneurs’ interviews with Brandtology’s Kelly Choo, JamiQ’s Ben Koe, and the ThoughtBuzz team.

Businesses have traditionally (and still do) debated about the lack of proper social media metrics. As many in the online space would explain, there’s in fact a deluge of metrics which leads to a dilemma of choice. While concepts of viewership and circulation were somewhat sufficient for traditional media, social media affords a broader range of metrics. The real first step is really determining what we want to measure.

MarketingSherpa.com: Leveraging Social Media

For instance, as seen in MarketingSherpa’s 2009 Social Media Marketing & PR Benchmark Guide (PDF), it’s been found that social media is very effective at building brand awareness and reputation, while it’s yet to prove itself at driving online sales. There’s no silver bullet; every media has varying levels of richness, with leaner media tending to be more distributive. Our choice of media involves a host of factors, which is why media intelligence (social or not) gets more valuable than ever.

Did You Know: The music in the end credits comes from Starfish Stories’ latest album, Crystal Tears and the Dream Nebula. It’s track 5, “Stroke of Midnight v2.3″, which I bought for a dollar.

Download theorycast.64 :: Visiting Brandtology (.mp4 / 35mb), or watch this on Youtube and Blip.tv. Feel free to subscribe to theorycast on iTunes.


  1. Posted January 14, 2010 at 6:25 pm | Permalink

    Thanks Kevin for stopping by our Singaore office. It was a pleasure hosting you.

    -Kelly Choo

  2. Posted January 14, 2010 at 7:13 pm | Permalink

    Thanks for having me Kelly. I did wish the video turned out better, but at least folks interested in Brandtology will get a sense of the life there.

  3. GrEg
    Posted January 18, 2010 at 6:29 am | Permalink

    Nice office :)

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