This site has a cool marketing project going on: http://www.brandtags.net/index.php
1) they show you a brand logo
2) you type in a word (or a few) that represents your first reaction to the brand
3) you can see a tag cloud of what people answered (click on the link at the top)
Obviously this is biased by the type of people who have taken the “test” (mostly connected internauts like us) but it still is cool and gives an interesting view of how the respondents see a brand.
You can also play the reverse game here: they show you the tag cloud and you try to guess the brand (so far I am 3 for 3).