Back in 2008, Noah Brier, a digital strategist at Naked Communications, had an epiphany: Why not use the Web to get immediate feedback on how people really think of a brand? After all, a brand is what a company is in its consumers’ minds, not what the brand says about itself. The result was Brand Tags, a site that flashed brand names in front of people and asked them to choose the word that first sprung to mind. It then created a tag cloud of these tags. Wal-Mart’s cloud, for instance, was dominated by “cheap.”

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