What's the first thing that pops into your head when you think of Lacoste? or Gap? or MTV? or Apple? Is Google amazing or evil? Is Wikipedia useful or inaccurate? We collectively think AOL sucks and Pumas are cool.
Brands want you to think of them in a certain way, but their image is not entirely controlled by the brand's creative or marketing department. The most amazing logo or slogan might be able to affect your perception slightly, but definitely not entirely.
A bad experience stays with you a lot longer than a pretty logo ever will.
Brand Tags is a cool little experiment on collective brand perception, giving some great insights as to what people really think of brands. Have fun!
May 13, 2008
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