Leo Burnett - Cultural Fuel

C. G. Jung used association tests to identify so called complexes, which are located in the unconscious of psyche. The brandtags site doesn’t necessarily get in touch with the unconscious areas of people’s minds, but it provides quite nice brand insights. Everyone can take part and type in own associations of prompted brands. What you get is a survey of all brand associations - ranked by frequency. Check out the results for brands you love, hate, or whatever… Or you can do the quiz by guessing to what brand the shown words are relating.

The bottom line is: This experiment doesn’t fulfill the quality criteria for empirical studies, of course. Anyway, one might possibly get some funky brand insights.

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