An interesting post courtesy of Taly Weiss pointed me in the direction of Noah Brier’s latest project. It’s called Brand Tags and the idea is simple: You tag brands with the first thing that comes to mind. The thinking went something like this: If brands exist as the sum of all thoughts in someone’s head, then if you ask a bunch of people what a brand is and make a tag cloud, you should have a pretty accurate look at what the brand represents (see picture below).

It’s not dissimilar to traditional ‘free association’ planning tools where you use word or imagery association to build a consumer picture of a brand. Still, an interesting research 2.0 tool to file away in your mental cabinet for a rainy planning session that needs a bit of tech sexiness.

In the meantime, go and have a play here : Brand Tags