 In the previous article we started a discussion on boring companies. I argued that the reason so many elite investors like boring companies is due to the consistent and sustained profits these businesses often have. I then went on to detail how boring companies have deep moats that keep competition at bay, produce limited time use products that force the customer to be repeat customers, and always produce staple products that are consistently required by consumers regardless of any current economic conditions.
To remind us again of the definition provided from our first article on boring companies:
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 Having the best product doesn’t always guarantee market success. I have seen several products like the betamax that were probably better than the competition but were either marketed incorrectly, underfunded, or consumers had preconceived notion about the company, and avoided it on on those grounds.
In searching the internet over the weekend I found an interesting site that explores this last issue of consumer brand perception. BrandTags.net collects information from users about what words come to mind when certain brands are shown. This is a rorschach test of sorts for branding. Browsing deeper into the site you can see the results of this collection. Here are a few examples of what people think of these major brands:
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