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A really interesting entry from friday night running on brand tags talks about the differences between passion brands and ambivalence brands. My favorite quote:
The most interesting brands to look at were those with the strongest polarizing effects. People are rarely ambivilent towards Apple, for instance, and their tag cloud reflects that perfectly. Their tags range from “overrated” and “pretentious” to “beautiful,” “innovative” and “amazing.” Contrast those results with a middle-of-the-road brand like Bridgestone or Xerox.
Go read the whole thing.
June 23rd, 2008 at 9:06 pm
The polarizing brands aren’t always the ones you would expect. Take, for example, The History Channel. A fairly middle-of-the-road brand, you might think. But you’d be wrong.
You see, as of this writing, the 5th most popular tag for The History Channel is “interesting.” Unfortunately for The History Channel, the 3rd most popular tag is “boring.”
July 7th, 2008 at 5:05 pm
And who’s the clown who found it funny to add “you are gay” ad nauseum to so many of the sites? Any way you can run a script to cast off the detritus?
Great site, by the way. I like to returning to see how it’s grown.