Brand Tags is described as a collective experiment in brand perception. Site visitor are presented with brand names and are asked to enter the first thing that pops into their head. Results are presented similar to 'tag clouds' the size of the font employed for each user entry is proportional to the number of times that entry is made. Fun exercise is to browse the tag clouds trying to guess the brand from just the tags - it's eerily easy to do in the vast majority of case. And boy, do people have a negative brand perception of Microsoft... Amazon does well.
