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Brand Tags Fun, But Not Exactly Useful

Posted by: Burth Helm on May 19, 2008

Over at the WSJ’s Buzzwatch blog, Tom Weber links to a site called Brand Tags. The deal: look at a random logo, and type the first word that comes to mind. Then check out the words others submitted. Sony was most often branded “electronics,” “quality,” and “expensive,” for instance, but was also called “crap” a number of times. Kodak, meanwhile, inspired the word “dead” as much as it inspired “film.”

The site is primitive, and I wish it had more features — a way to see which brand got the most “crap” votes, or the most “cool” ones, or a way I could submit new brands. But it’s good procrastination fodder, and a novel way to sketch out how the public perceives a brand.

Reader Comments

Dave Knox

May 19, 2008 5:53 PM

I would actually argue this is quite useful. As a Brand Marketer, my single most important measure is Brand Equity....what does my brand stand for in the of the consumer. A formal Brand Equity study costs thousands but with Brand Tags I am able to get a quick and dirty view of what a select slice of the public thinks about my brand. Is it as neat and clean as a formal study? Of course not. But can it provide directional guidance if suddenly what consumers are saying is different than what I want? For sure

Dave Knox


June 26, 2009 2:29 PM

I agree. These days consumers have less and less time and less and less trust. First impressions can tell us a lot.


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News, opinions, inflammatory meanderings and occasional ravings about the world of advertising, marketing and media. By marketing editor Burt Helm, Innovation Editor Helen Walters, and senior correspondent Michael Arndt.

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