Described as a “collective experiment in brand perception,” Brand Tags is a word association web site that displays a series of logos, and asks the visitor to input the first word or phrase that pops into his/her head.  The visitor is then given the option to view the accumulated responses of previous visitors.

Why I think this site is worth checking out if you are a brand manager:

1. It captures information companies usually pay millions in marketing research to discover. Capturing people’s thoughts is a difficult task, because although people can usually indicate whether they like or dislike a company, they can rarely ascertain why that may be the case. Think of it as a worldwide focus group.

2. This site arms the consumer with a new highly powerful tool– visibility. It can no longer be assumed that the consumer believes whatever it is that that company and its advertising team wants them to believe. It is a wakeup call to companies that consumers can, do, and will continue to judge the product based on anything and everything, from news headlines to stock prices.

3. This is a forum for consumers to relate to each others’ thoughts and opinions. You can compare how your perceptions measure up to the majority and either be reaffirmed or surprised. The number of interpretations is limitless.

Things to think about as a brand manager:

1. How powerful is this site in influencing consumer perception?

2. Does this site reveal the intrinsic value of brand personality?

3. Without knowing who participates in brand tags, is the information relevant for your brand?

Log onto Brand Tags to see for yourself.

-Bianca Abate