Brand Tags
May 16, 2008
I have been a tad busy this week with travel and work, but wanted to write quickly about Noah Brier’s new project called Brand Tags. The ideas is simple: the site presents users with a logo of a company and asks them to type in the first term that comes to mind. This then generates a tag cloud (where terms with more entries appear larger in size) to show all of the results for each company.
I have heard a brand defined (inter alia) as “a corner of space in the minds of brand consumers” or an “inventory of emotions” surrounding a brand name. Its fascinating to see - in the context in some cases of huge marketing budgets directed to affecting consumer perceptions - which adjectives punch through. Take brands like Budweiser (King, Beer, Piss), Nike (Sports, Sweatshop, Swoosh), Twitter (Annoying, Chat, Fun, Pointless) and Wholefoods (Expensive, Organic, Paycheck).
Within a few days, the site has received over 160,000 suggestions, and now Noah has also launched Celebtags.
May 19, 2008 at 12:48 pm
The brand tags thing is very clever and you hit it right on the head: it’s simple. Sometimes as marketers/ad agency/PR people/etc. we can over-complicate something. How many decks have you read that were so mired in marketing speak you couldn’t make heads or tails of it?
With Brand Tags you can walk in a room and say, “Right, 85% of those polled think your drink tastes like sewage.”
Puts it in perspective rather quickly.