Monthly Archives: May 2008

Crowdsourcing Brand Identity with BrandTags

Jen’s friend Christine alerted us to a fascinating and highly-addictive website called brand tags. The concept is simple: the site shows you a familiar brand logo and you type the single word or short phrase that comes to mind when you see the logo.

The site is a social tagging experiment, and it aggregates all of the phrases for each brand into a tag cloud. (For those unfamiliar with a tag cloud, it’s a way of visually showing the prevalence of a certain tag. The more often a brand phrase is tagged by users, the larger it appears in the cloud.) The site is a side-project of a marketer, and in his blog he reports that he received over 600,000 tags in the first 2 weeks.

NPR: Awesome AND Boring

What first comes to mind when the masses think of NPR?

NPR’s brand tag cloud.
High recognition and a lot of favorable brand attributes, such as “intelligent”, “smart”, “honest”, “good”. We also have some negatives: “boring”, “stodgy”, “old”, “who?”. There are some misperceptions to overcome, such as “liberal”. And let’s not forget “schwetty balls”, the legacy of a very memorable Alec Baldwin SNL skit.

What about Taco Bell’s brand tag cloud?
As khopper said on Twitter:

The largest brand associations with Taco Bell, after CHEAP FAST MEXICAN FOOD appear to be CHIHUAHUA and DIARRHEA – yikes!

Comments? What did the masses say about some of your favorite brands?

My Poor, Neglected Blog

Just when it looked like my writing was becoming a habit, life got in the way. For the past 2 months, most of my off-work hours have been spent on the bike in preparation for this weekend’s race.

I have a few that I’ve put on the back burner. More immediately, I’ll probably throw out a lot of mountain biking related posts, since that’s preoccupying my thoughts.