One part of what we do at Lelex Prime is understand how people interpret and experience your brand through language. This is important because as humans, our behaviors are largely reactive to the environment we are in. And a large part of how we interpret our environment is via language. So much so that if you are sitting on a hard, uncomfortable chair that you will interpret that feeling into language and even then infer that the person you are speaking with might have a “harder” more uncomfortable personality. (yes, that’s real science).

Let. That. Sink. In. Words matter…MASSIVELY. And in industries like CPG where any advantage is necessary to competitively be successful, words can be the difference between being a success or a failure.

Lelex Prime has built software that uses Natural Language Processing and Lexical Text Mining to diagnose how language is interpreted by humans, and how that interpretation drives certain types of behaviors (brand loyalty, purchase considerations, etc.). Basically- we can identify how best to emotionally motivate your target audience(s).

Today’s brand spotlight is on the up and coming toasted coconut chip maker “Dang Foods”. Let’s dive in and look at what they are doing good and where they can improve.

A customer first sees the front of a package, so we’ll focus on that first. In this case, “Dang”.  It’s important to note that there are different uses of the term “Dang” in the English language, it can be interpreted as colloquial or literal. The “Dang” brand actually as a whole winds up playing on the colloquial use of the term “Dang”, but in analyzing the packaging of their coconut chips we see that this easily could be interpreted from a literal sense as there are no anchoring components to make a laymen shopper aware of the colloquial focus (or on the actual reason for the brand name “Dang”…more on that later) Using our Semantic Emotional Intelligence Software we get the following results associated with the brand name “Dang”:

So if we look at the literal interpretation of “Dang” we see this is not a good score. To American’s, “Dang” means “darn”, “dang”, and “heck”. Furthermore the association with “damn” has potential to be “damning” (see what we did there) when trying to sell to parents of kids (assuming parents of kids. 

Understanding these emotional responses is critical. Humans behave based on emotion, and if the majority of emotions evoked are “Anger”, “Sadness” and “Fear” then this may be enough to sway many consumers to not choose “Dang”, no matter how great their product is.

Next let’s look at how the literal interpretation of “Dang” scores in Sentiment:

Dang! (Sorry had to)… Again, not great.

But like all things, Dang’s position in the marketplace is more sophisticated than simply the word “Dang”. If you flip the package you learn what “Dang” means…it’s about the founder’s mom! It’s her name! Hold on, that’s a gamechanger! You see, this drives a completely different set of sentiment and emotions that we need to pay attention to. In this light there is elements of endearing, loving, motherly care, etc. involvement from an emotional standpoint. All of which are great for the Dang brand. Not to mention the context of Dang inferring “Dang that’s good” which is another analysis that needs to be analyzed along with packaging.

So how could Dang use this intelligence? Well, knowing that users don’t look at the back of the package initially, Dang should anchor the customer into elements of its brand. For instance, they could make it known that “Mama Dang” is the namesake for the brand. There are many ways to make this known, and if Dang is able to communicate this information successfully, they will be totally changing the context from how audiences will interpret their brand. The same could be said for understanding the Thai heritage…a user who sees the contextual relationship will not immediately interpret this as the literal interpretation. Additionally, we’d run several cultural assays to illuminate how to present their lineage and culture in the best way possible – at this cursory stage its safe to state it’s probably best to be MORE ethnic than what is being presented currently.  Really sell on difference.  

I love toasted coconut chips, and I love the Dang story (who doesn’t like the idea of two brothers working hard in the namesake of their mother!?), and Thai food/culture. As you can see, language is an important piece of how a brand is interpreted. EVERY. WORD. MATTERS. But it is just 1 dimension of how a brand is interpreted. There are many more dimensions that we aren’t covering in this blog post that need to be analyzed and quantified in order to offer deep intelligence. From semiotics to functional attributes to the brand’s history, there are MANY factors that make a brand successful. It’s our hope that by showcasing slivers of analysis we can empower you to begin to think like a Lelex Primer and help take your brand to the next level.

It’s our hope that by showcasing slivers of analysis we can empower you to begin to think like a Lelex Primer and help take your brand to the next level.

About Lelex Prime:
Lelex Prime is a next generation behavioral research firm that helps companies make more meaningful connections with people and to create experiences, products, and services that resonate on a more profoundly human level.

We use the science of Collective Dynamics to better understand what motivates human behavior. Collective Dynamics studies the use of digital media as part of everyday life. In essence we study the use of language over time to reveal patterns in human behavior.

The result is a higher confidence in product innovation and marketing/brand decisions.

Learn more at

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