We all agree that a brand is simply a set of perceptions in the minds of consumers. But what are these perceptions? That's the question that motivated Noah Brier, the head of planning and strategy at the barbarian group, to create Brandtags. It's simple: When you hit the homepage, a brand logo is shown. You then enter one word or a short phrase that you associate with the brand.
Noah is mining the data and sharing the results via the Brandtags blog. Interestingly, he's also created a "Battle Mode". Think Thunderdome for brands, which provides an opportunity to see how two (often disparate) brands match up.