There's an amusing site that was pointed out to me by people at the ad agency where I'm currently moonlighting.
It's based on a principle that we all use in adland: you can write a definition of what you would like your brand to stand for, but a brand is an abstract concept, so the only real definition is the one that exists in people's heads. The site therefore prompts you with a logo and asks you to write the first word or phrase that comes into your head. It then collates these into a word map, a true definition of the brand in question.
It's largely American, so its use to us Brits is a little limited, but I laughed out loud when I checked out what Budweiser really means to people. Bud Light is even better. Compare this with Sam Adams, and you realise that there's hope for the mass palate yet. We're confused about Heineken, which maybe reflects how that brand is perceived differently in different parts of the world, but we absolutely love Guinness.