Research 2.0 tool :: Brand tags

An interesting post courtesy of Taly Weiss pointed me in the direction of Noah Brier’s latest project. It’s called Brand Tags and the idea is simple: You tag brands with the first thing that comes to mind. The thinking went something like this: If brands exist as the sum of all thoughts in someone’s head, then if you ask a bunch of people what a brand is and make a tag cloud, you should have a pretty accurate look at what the brand represents (see picture below).

wal mart brand tags

It’s not dissimilar to traditional ‘free association’ planning tools where you use word or imagery association to build a consumer picture of a brand. Still, an interesting research 2.0 tool to file away in your mental cabinet for a rainy planning session that needs a bit of tech sexiness.

In the meantime, go and have a play here : Brand Tags