If you’ve seen Milward Brown’s top 100 Global Brands report you’ll know it focuses on what brands are ‘worth’ in terms of market valuations and projections.

Here at True, we’re more interested in what brands feel like to the people that matter – consumers. That’s why we love www.brandtags.net The site has been running for a few years and gets more contagious with time. Here’s how it works:
Brandtags serves you a random brand logo, and you type the first word or phrase that comes to mind when you see it. The result is a fascinating tag clouds for brands, based on users gut reactions. And that’s what makes it so valuable to us. In brand research we want spontaneous responses from the gut, not a considered rational response from the brain. Brandtags give us that, for free. (Thanks Noah.)

Take a look at the brand tag-cloud for BMW next to Mercedes for example.
You’ll see lots of similarities, some striking differences and clear brand ‘issues’, all of which reveal potential new opportunities and territories for these brands.

Source: brandtags / true.

Another fascinating feature of Brandtags is ‘battle mode’. Here, two random brand logos are placed side-by-side, and you simply choose your preferred brand, based on nothing but your gut feel. From this data, we get a chart of most appealing brands. Place that it side-by-side with Milward Browns ‘Brand Worth’ chart and you’ll see that only three brands appear in both. “Value’ and ‘appeal’ are two very different things.

Brand ‘Worth’
1. Google
2. IBM
3. Apple
4. Microsoft
5. Coca-Cola
6. McDonalds
7. Marlboro
8. China Mobile
9. GE
10. Vodafone
Source: Milward Brown

Brand ‘Appeal’
1. Pixar
2. Adidas
3. Google
4. Apple
5. Lego
6. BMW
7. Nike
8. Coca-Cola
9. YouTube
10. Ferrari
Source: BrandTags

Have a play – we think you’ll like it. And if you’d like to know how what it shows could help your brand, get in touch.