Brands are fundamentally very abstract things…they exist in people’s heads more than they do in any well-designed logo or fancy style guide. On his new Brand Tags site, Noah Brier starts with this notion and adds the Web 2.0-ish twist of letting people tag various brands with whatever attributes they see fit. It’s really a pretty fascinating experiment.

Of course, maybe I just like the site because Firefox comes across well…the Firefox Brand Tag page is dominated by generally positive associations, like “Internet”, “browser” and, my personal favorite, “awesome.” On the flip side, Internet Explorer doesn’t fare as well.

My only quibble with the site is that I’d love to somehow know more about the demographics of the people doing the tagging - obviously this is a fairly narrow sample so it’d be interesting to know who they are, exactly. Overall though, it’s an awesome site - and don’t miss Celeb Tags if you’re feeling a little more lighthearted.

(Thanks to Asa for the heads up on the link.)