We spend a lot of time thinking about our clients’ brands. Brand Beliefs drive all online experiences — as well as traditional direct marketing.

Part of our Envisioning process for online initiatives includes a workshop to dig into Brand Beliefs, Measurement Objectives and Brand Relevance (online experiences).

This morning I discovered an interesting experiment on crowdsourcing and brand. Brand Tags describes itself as “a collective experiment in brand perception.”

The home page presents a brand logo and asks users to “enter the first thing that pops into your head.”

“A brand exists entirely in people’s heads. Therefore, whatever it is they say a brand is, is what it is,” the site explains.

Scores of companies — from Acura to Ziplock — have already been tagged with nearly a million unique tags.

The tags are displayed in the tag cloud form so you can easily see the most popular responses. Apple, for example, has dozens of tags. But what comes across most clearly are the Brand Beliefs — Awesome, Clean, Computer, Cool, Creative, Cult, Design, Expensive, Hip, Innovative, ipod, Love, Mac, Overpriced, Overrated, Pretentious, Quality, Simple, Sleek, Steve Jobs, Style, Trendy and White.

If you have a few minutes to explore, also check out the backwards tags where you can guess the company based on the tags.