Brand Tags is a fascinating little site. In it’s own words: “The basic idea of this site is that a brand exists entirely in people’s heads. Therefore, whatever it is they say a brand is, is what it is.”

The idea is, of course, fascinating because it is true, even if the word ‘is’ gets in the way. The site then goes on to show you a logo representative of a brand (some of which us UK people might not know as there is a bit of a US bias at the moment) and then you are prompted to enter your first thought. It’s like Mallet’s Mallet but with brands and without the ludicrous spectacles.

After you have entered in a word or phrase you get another brand and so on… You can look at all the words and phrases the brand has been linked to by other people and you can even get presented with the words and try to guess the brand from that. The tags are shown in a nice typographic DNA cloud-like list and some of the results might surprise you.

A great idea, and nicely done. It’s interesting to see just how different your perception of something might be to other people’s, or indeed be validated by your spot on response. Just goes to show how ephemeral brands really are, they’re not logos but psychology after all.

Thanks to Gianni for the link.