Digital Life

Web Site Reveals What Brands Mean to Us

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The idea behind Brand Tags, a new Web site by Noah Brier, is simple. Brand Tags opens with a company's logo and a small place for you to type the first thought that pops into your head.

Brier renders the collective result in a "tag cloud," with the size of the words determined by their popularity. If more people thought "refreshing" than "soda" when they saw the bright red Coca-Cola logo, the word "refreshing" would appear in a bigger font.

"I had this idea that if you asked enough people what a brand is, and then made it into a tag cloud, that you'd probably have a pretty good peek into what the actual perception of this brand was," Brier says.

You can also look at a tag cloud without its logo, and try to guess which brand it describes. "It's amazing how easy it is. You can recognize brands," Brier says. "It paints a fairly accurate picture of what the brand is."

The site is just over two weeks old now, and most of the responses are likely coming from a particular demographic — Internet-savvy early adopters. But as more people discover Brand Tags, it may become a tool for marketers to get a sense of how their brand is doing.

On our blog, a look at the Bryant Park Project brand.



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