Operating on the assumption that brand exists entirely in people's heads - and therefore, a brand is whatever people say it is - he's developed a neat application that let's visitors tag a brand with the first word(s) that come to mind upon seeing its logo. The collective tag clouds that ensue are quite telling.
Here's a snippet of the results for Dunkin Donuts:
The site has garnered over 2 million tags for hundreds of brands (although traffic seems to have peaked back in May, so I'm a bit slow on the draw with this one).
It's an interesting way to monitor sentiment, just as well. Imagine if a brand were willing to post this on it's own site, for a running tally of consumer opinion?