I found this interesting site today called www.brandtags.net. On the site, you are shown a well known brand identity like say the Nike swoosh. You are asked to write the first thing that comes to mind. Kind of like flash cards or an ink blot test. The site compiles all the different responses from people to each brand and allows you to see what's most common. Its apparent purpose is simply to inquire about brand perception. Essentially brands want to own A word or thought when you see their identity. If a brand is not what a company says it is but rather what its customers say it is…this a great way to find out.

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