We analyze how brands, products or persons are linguistically connotated, i.e. in what way people talk about such objects of interest unconsciously, thus feel about them. As a simple analogy, we register and interpret the aggregated body language of a social group instead of analyzing what individual people say explicitly (classical social or sentiment analytics). Therefore, we calculate an implicit "language-DNA" for an object of interest via so-called semantic differentials
. The language-DNA is then mapped into a universal semantic room. The relative positioning of the respective objects of interest in the semantic room determines their images. When several strategically connected objects of interests are mapped into the semantic space, the relevant mental image landscape results.