Branding tags
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.