We employ logos, taglines and positioning statements to help define brands a certain way. It’s what we do. Brands, however, are defined by more than these. Brands are ideas, and associations of ideas, existing entirely within people’s heads.We are all consumers, and thus we each define the brands we experience in our own right.

This is the premise behind Brand Tags. This site invites you to help define a randomly selected brand by "tagging" it with the first word or phrase that pops into your head. The results are fascinating, and displayed as tag clouds. (For those unfamiliar with tag clouds, size matters: the larger the font, the more popular the tag.)

You might be surprised by some of the tags attributed to the dozens of popular brands listed on Brand Tags. Especially when you start to compare competing brands' attributes. You get a lot more context than you would from a mere GoogleFight. For example, compare the tag clouds of McDonald's and Burger King. See how BMW fares in relation to Mercedes. Or compare AT&T with T-Mobile and Verizon. You can't help but start to feel the passion you have for these brands, one way or the other.