Smartlogic Brand Has Semantic Nibblers Munching Away

January 25, 2015

I flipped through my Overflight about Smartlogic and noticed that the company has dropped off the radar in terms of the information services I monitor. A bit of investigation revealed the type of challenge that “Brainware” and “Thunderstone” faced; namely, other companies pick up the “name” and apply it to other services. Brainware found itself sucked into a vortex of unsavory links on YouTube and Thunderstone has become enmeshed in game references. With truncation and soundex routines, near matches are included in results list.

Smartlogic, an indexing software company, finds its “name” used by:

Smartlogic has a blog called “Life with Semaphore,” but it too can be difficult to find. The dates of the last four posts are January 19, 2015, November 28, 2014, November 19, 2014, and October 6, 2014. The frequency suggests to some indexing services that frequent spidering is not required.

From a practical point of view, how does a potential customer looking for an indexing system get to the “right” Smartlogic? Without effort, a “name” can be eroded. Depending on the company’s circumstances, this can be a good thing (Brainware is now part of Lexmark, a printer company) or a not so good thing (Thunderstone’s John Turnbull is posting search related information on LinkedIn fora).

Smartlogic’s name erosion is an indication that content processing vendors can lose control of a “name” without care and feeding of the digital indexing systems. Are there fixes to brand erosion? Yep, use Augmentext techniques and keep messaging on point with appropriate brand cultivation.

Stephen E Arnold, January 25, 2015


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