BrandTags – Logo Association Experiment

Remember playing the “word association” game as a kid, where you’d be told one word and then immediately say the next thing that comes to mind?

Tech-marketer Noah Brier has taken this concept and applied it to brands in a clever experiment in Web 2.0 crowdsourcing at

The concept is simple: visitors are shown images of a popular brand and type in the very first thing that comes to mind. Then, a tag cloud is used to visibly show the popular words typed in by visitors associated with each brand.

The responses run the gambit from the obvious to the obscure, and it’s interesting to see how many similar inputs there are. The site has been circulating around tech/marketing blogs and Twitter, so it’s mostly connected people who are replying. I’d say that since this crowd is made up of web influencers and early adopters, it’s relevant research for the big brands who are curious of how they’re viewed by the Internet.

Noah describes the site with:

“The basic idea of this site is that a brand exists entirely in people’s heads. Therefore, whatever it is they say a brand is, is what it is.”

There’s definitely a bit of truth to this.

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