A client turned me on to an interesting site the other day.
http://www.brandtags.net/
You get to submit the word(s) that first spring to mind when you see the logos of well-known brands, and then you can see a "cloud view" that weights the various words that everyone has submitted. I think it would be an excellent tool for clients to see how their brands are perceived, as it gets to the root of associations – those super-short first-instinct thoughts that we want clients to try to influence and manage with their brand communications.
One word of caution. The audience that is participating in this effort is likely composed of branders, tekkies, and designers – not a true cross-section of the target market for most of these brands. So while the information can be useful, it is by no means the be-all end-all.
On a related note, Ad Age is featuring an article by Noah Brier, the creator of the BrandTags site. You can read it here.
http://adage.com/digital/article?article_id=130812
I found his story very interesting as it relates to getting such a site noticed (particularly the influence of other popular blogs), as well as the effort required to keep it running. Object lessons for marketers of all stripes.
- Rob (see my page here)
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