Brand Tags

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.

brand tags

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.

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One thought on “Brand Tags

  1. 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.

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