Do consumers identify your packaging with your brand? A unique website called Brand Tags (www. brandtags.net
) lets you find out. Visitors to the site view a series of brand logos and then type in the first word that pops into their minds. The results are visually ranked in a word cloud: the more popular the response, the larger and bolder the typeface. A quick search shows the word “bottle” as one of the top responses on the Absolut page (after words like vodka, cool, etc). Other high-ranking packaging-related replies include “tin” on the Altoids page and “pouch” for Capri Sun.