Marketing Rorschach test
What do you think of when you look at Volvo鈥檚 logo? Sturdy? Swedish? Safe? Station wagons?
Marketers spend gobs of money to foster those sentiments. But, of course, a company鈥檚 brand can take on unintended connotations. is also seen as 鈥渂oring鈥� and 鈥渂oxy.鈥�
All of these terms come from , a kind of marketing Rorschach test. The site displays a random logo from innovators around the globe and asks, 鈥淲hat is the first thing that pops into your head?鈥� The experiment tracks everyone鈥檚 answer, allowing curious users 鈥� and surely advertisers 鈥� to scroll through the descriptors.
The site unveils the good, the bad, and the ugly (there is some cursing) about more than 450 companies. is easy, everywhere, and evil, according to users. is known for airplanes, accents, and arrogance.
The site doesn鈥檛 provide specific numbers, only general impressions about the popularity of certain terms. Too bad 鈥� it would be interesting to see how many people felt that cable-service provider was 鈥渇ast鈥� compared to how many typed in a different four-letter word.
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