We’d like to think our users/readers/viewers see us as great pillars of journalism, but a quick tour of Brand Tags reveals this isn’t always so. The site asks visitors to play word association with some world-famous brands, including Microsoft, Pontiac and Jagermeister.
There are a large number of media companies represented on the site. Here are the words, sorted by popularity, that users most often associated with the brands:
(pictured at right)
magazine, news, boring, newspaper, paper, information, old, liberal, informative, time, weekly, politics, biased, conservative, tabloid, american, business, news magazine, dull, crap
news, tv, biased, liberal, lies, boring, cnn, propaganda, information, bias, ted turner, american, atlanta, crap, james earl jones, liars, turner, war, lie, anderson cooper
fat, black, women, oprah, boring, tv, bitch, rich, annoying, harpo, money, woman, cult, talk show, lame, o, stupid, overrated, power, talk
sports, boring, sportscenter, tv, jocks, fast, football, men, espn, american, jock, news, lame, guys, gay, sports center, nothing, sports channel, sports tv, hockey
news, newspaper, liberal, paper, old, smart, serious, crossword, reliable, classic, boring, information, biased, quality, intelligent, trustworthy, good, established, journalism, informative
money, newspaper, boring, pink, news, serious, business, british, paper, economy, stuffy, magazine, london, dull, informative, old, wall street, reliable, quality
tv, peacock, news, television, 30 rock, friends, the office, old, funny, boring, office, seinfeld, rainbow, gay, network, heroes, nbc, comedy, american, conan
news, newspaper, paper, old, liberal, read, new york times, la, reliable, boring, american, official, classic, gothic, newspapers, hollywood, lies, crap, apple, smog
boring, tv, educational, public, sesame street, smart, education, people, free, quality, kids, television, intelligent, nova, liberal, learning, good, old, pbs, documentary
Brand identity is important so if users do see us as boring (which seems to be a common thread amongst many of the brands), then we have a problem on our hands.