The Power of Brands
I stumbled onto Noah Brier’s Brand Tags concept today (a little late) and was pleasantly surprised by what I found. The concept is simple: display a company’s logo/brand and have a viewer type in the first word or phrase that enters their mind. Marketers and researchers have been doing this forever, but never on this scale. Sure, the Internet, with it’s techie nature, skews the results a bit, but the results are fascinating.
Here are some examples:
Comcast – The cable conglomerate everyone loves to hate. The top 3 words are “cable”, “internet”, “tv”… their basic services… good so far. But it gets ugly quick with words like “evil”, “expensive”, “crap”, “sucks”, “monopoly”, “ripoff”… it gets worse…
Compare Comcast to Klondike’s top 3 words: “ice cream”, “bar”, “cold”… more simple terms about their products, but instead of “evil” their marketing slogan (“what would you do”) comes next. And most suprisinlgy, the word I entered “Yummy” comes in 5th. Think about that. Of all the words that mean tasty, “yummy” was the 5th highest word/phrase people associated with Klondike. Klondike’s marketing head needs a raise.
If you’ve never seen this site, I encourage you to look around and ponder what people would say about your brand… and then do something to help improve that.
