Brand Tags:

“A collective experiment in brand perception. All tags are generated by people like you and do not reflect the opinions of the site owner or anyone else he knows. Have fun.

The basic idea of Brand Tags is that a brand exists entirely in people’s heads. Therefore, whatever it is they say a brand is, is what it is. 1.2 million + tags and counting. Feeling feisty? Try battle mode.”

I just stumbled across this site and really liked the concept. Ideally, it's a Rorschach inkblot test that seems to delineate and define the successes & failures of brand power via perceptions formed from the lazy habits of brand loyalty and an assuaged bias. Also a similarity to the Schrodinger's Cat Experiment(Tagged: 'dead'). as the users awareness of the experiment will invariably alter the results by defining a social context that inhibits an unbiased reaction.

Refreshingly, the site itself is branded by not being branded in a very unassuming 12px georgia #777.