Brand Tagging
Who controls a brands vibe? Is it what the company says it is, or what the public says it is? This is the basis of the website Brandtags.com. The basic idea of this site is that a brand exists entirely in people’s heads. Therefore, whatever it is they say a brand is, is what it is.
The Harley Davidson brand looks closely aligned in corporate and public meaning. Other brands are not so successful.