The comparing of entities is usually important in human decision making.
We are constantly comparing entities daily from holiday destinations, new mobile phone and next family car. Comparing entities look at the relatedness of these objects or concepts. Relatedness does not look at only similarity (analogy) but other relational structures such as resistance (antithesis), discrepancy (anomaly) and incompatibility (antinomy).
Comparative entity mining is crucial to any keyword, concept, content, product and marketing strategy. This is because no product exists in isolation. It is therefore important for businesses to place themselves in the shoes of potential customers and explore the alternative products that are vying for the same attention and mind space. Conducting this exercise will help brands position their products in a more compellingly through through engaging branding and compelling storytelling.Continue reading