Whatever you think is in it, of course.

A very interesting project garnering massive attention online is brandtags.net, set up by Noah Brier. The site features countless images of brand trademarks and asks users to input the first word or sentence that comes to mind upon viewing each logo. Answers are then compiled to create tag clouds reflecting the magnitude of each response.

With over 600,000 responses in 12 days, the site’s success has come as a huge surprise to Brier and it is a great example of mass collaboration to leverage collective “intelligence”. The project presents a great opportunity for progressive organizations to receive unfiltered feedback (and in many cases, reality checks). Check out the site yourself to see how your perceptions compare with the masses’.

Some of Brier’s key learnings so far include: Some people confuse Audi’s rings with the Olympics, people remember Hitler created Volkswagen, and no surprise to most – people don’t like their phone companies.