An identity is usually built up around a number of key concepts. In art direction a concept is often distilled down to a phase of even just a word. Now if you could only make a website that asks anybody and everybody what they think a brand name stands for. That could potentially be very useful. Does a companies actual identity match up what they want to be? For example on the Exxon page the tag word “Valdez” is very large. Years and years after the Exxon Valdez disaster the brand is still tied to death and destruction.
There was another thing that stood out. Brands like Google and Apple conjure up tag words like ‘Google’ and ‘Apple’. That this could happen with Goolge was no surprise. Googles brand name has basically become a verb. Apple on the other hand is not used in that way. The tag word ‘iPod’ was smaller and ‘iPhone’ was much smaller still. It’s like Apple isn’t a company but a concept in of itself. This is in my view one of the key factors of it’s succes. The Apple brand is in of itself a product in a way that other lifestyle brands like Coca-Cola and Nike are. To achieve this they need to keep their actual products and services up to date and better than the rest. They make it look easy but is isn’t. On the AT&T page the tag word ‘iPhone’ looms large. For such a bland company this is a huge boost because they are not only benefiting from a much wanted product but also through the (exclusive) proximity with such a successful lifestyle brand. This tie in will benefit AT&T even after their exclusive deal expires. It’s good deal for Apple but it’s a fantastic one for AT&T, way more than many realise.