Brand managers, take a deep breath. Last Friday Noah Brier announced an online experiment in which people could "describe" brands with a single word. In just five days the wisdom of crowds weighed in on brands ranging from ABC to Zune -- and now 77,000 results are presented in a tag cloud format.
Consumer conceptions may be startling; Toyota scores with huge words for QUALITY and RELIABILITY, but the big old BORING pops up as well. Who would have thought?
Well, maybe. We tested the voting process and note that once you start clicking, you really do type in the first word that comes to mind -- usually a deeply held belief, not what you want the brand to hear. CMOs for banks might be surprised at the number of folks who think their core brand is EVIL. Vote here. See the results here. Via Seth.
Photo: Hiro008.
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