What is a brand?

For more than twenty years, I've held firm to the position that a brand is what the consumer says it is. So what do they say it is?

A guy named Noah Brier plans to find out. He's built a new interactive application he calls, "Brand Tags: A collective experiment in brand perception."

You will be served brand names randomly and asked to give a single word or phrase that comes to mind. Collective results can be displayed in a tag cloud.

If you're adventurous, you can try to guess the brand represented by each tag cloud.

Check it out here.