At the end of last week, Noah Brier launched a rather simple site that captured single word responses from users when they were presented a brand logo. Within a few days, the site has received over 160,000 suggestions for brands like Budweiser (King, Beer, Piss), Nike (Sports, Sweatshop, Swoosh), Twitter (Annoying, Chat, Fun, Pointless) and Wholefoods (Expensive, Organic, Paycheck).

What's interesting is that while so many advertising agencies and brand managers try to connect with consumers on an emotional level, consumers seem to still judge their products on rational, product feature criteria – or so they like to think so.

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