Categories: Case StudiesLaura

Peeking inside the mind with Brand Tags

I don’t write up product reviews very often, but something crossed my desk that really got my attention. First as a consumer then as a marketer.

We have all encountered captcha boxes that are used to prevent fraud, spam and automated messages on websites. For me, I’m usually trying to beat the Ticketmaster clock while trying to get circus tickets for my kids. Tick, tick, tick. If I don’t beat the clock, I will lose my great seats and go to back of the line! Tick, tick, tick. Almost got my tickets, I’ve entered by secret presale promo code, I selected the date, I found the seats, done the payment info, and I’m almost there…tick, tick, tick…then the captcha comes. Bleary eyed, I’m trying to make it out, what is it??? Why are they testing me???

Captcha boxes like this are annoying and customers hate them. But companies need them to stop the bad guys. Or do they? Could a branding and research opportunity replace captcha and still stop fraud?

I was skeptical, until I personally talked and had lunch with Ari Jacoby, CEO of Solve Media who told me all about his new service that protects companies from fraud while providing consumers with a pleasant experience that delivers valuable research to brands.

It’s called Brand Tags. Instead of a captcha puzzle, consumers see a brand logo or visual hammer and are asked to submit words they associate with that brand. WOW! In working with clients, this is one of the most valuable types of research to do. It is like getting a snapshot inside the mind of the consumer. It lets you see what your brand owns in the mind.

For consumers, Brand Tags offers a fun way to keep their transactions safe without the headache doing a captcha. For marketers, Brand Tags offers a fast and reliable peek inside the minds of consumers at the push of a button. If you want to see what word your brand owns in the mind, if you want to see if your visual hammer is striking the right verbal nail, Brand Tags is worth checking out.

Laura Ries :

View Comments (18)

  • Hi! Membaca blog anda Yang Disukainya. Tenaga yang hebat! Saya baru sahaja memulakan blog diri saya dan menambah anda ke dalam senarai saya. Berharap anda akan check out blog saya apabila anda! Boleh Teruskan kerja yang baik!

  • Hi! Membaca blog anda Yang Disukainya. Tenaga yang hebat! Saya baru sahaja memulakan blog diri saya dan menambah anda ke dalam senarai saya. Berharap anda akan check out blog saya apabila anda! Boleh Teruskan kerja yang baik!

  • I think this is very awesome. Complicated captcha's are frustrating. The advantage of getting a record of terms to evaluate straight from the consumer is very useful.

  • There's a few on the list I haven't seen, I wish there were a better spam cemnomt manager plugin to make going through spam cemnomts much easier.

  • I do think that this method of avsdrtieing might be unethical because it forces consumers to interact with an advertisement without providing a way to exit. I did not, however, think it is that big a deal until I learned that some of these Captcha pages required consumers to actually watch a video rather than simply typing in a phrase or word group.Originally while learning about this method, I actually though it might be more convenient to type in a slogan rather than try to decipher the squiggle letters in traditional Captcha. The issue I saw arise was with the video streaming that consumers would have to watch then interact with. People expect to have to prove they are human with all the spam on the internet; however, the video seems to cross the line.

  • Alexandra I have to confess I did have cptcaha when I first started, using Typepad, as it was set up that way and I feared the world would come to some kind of spammy end if I switched it off. Of course when I did nothing bad happened at all.Myles you definitely need something, and you probably need to moderate by hand too, but we should be making it as easy as possible. I wonder if some Blogger bloggers just don't try commenting from a logged out profile, so they don't know how hard it is? Glad I don't use Moodle if it's worse!Simon I'm not sure the busy-ness really makes much difference if you have things set up right then 95% of the things you want will get through, a few will get stuck and need to be liberated, a few will get published and need to be deleted after the event. But it's not really that much work. (Answering is another matter!)

  • Ah, TY Doug, for the reply. I don't know enough (anything) about feeds and trkacback and such. But looking up trkacback', I agree that would be nice. I am notified when my blog receives comments, but replies to my comments on other blogs is for me to find out later by checking the site. But maybe this is not what a trkacback is. When referring to someone else's blog, I put a link anyway, but granted, they don't know I did so. Oh, and for good measure I looked up Captcha, too Blogger has various options for Comments so no prob there.Re the Blogger editor (Compose, HTML, Preview), I have to fight with it to format fonts and for image placement. Then the layout will appear differently in HTML, in Compose, in Preview, and in the published post. sigh But it's a lot of fun, too. I just learned how to put a heart in the text, lol.

  • Best Decaptcha Service: Captcha Sniper

    Ries' Pieces: Peeking inside the mind with Brand Tags