Simply put users are presented to different brands. You tag brands with the first thing that comes to mind. The project is made from a rationale that a brand consist of the sum of all thoughts or experiences - and the tagging should give - as noahbrier writes - a pretty accurate look at what the brand represents.
I like the thinking - and this an easy, useful, relative cheap, and definitely new way of assessing and monitoring brand associations.
I requested to add Colgate and Sony Ericsson. Interesting to follow!
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