Re: What should Google do?

From: Rob Frankel <rob_at_robfrankel.com>
Date: Fri 12 Sep 2003 08:29:51 -0500

At 11:03 AM -0500 9/11/03, Cliff Kurtzman wrote thusly:
>
>Godin wrote: "They're hiring tons of people--some neophytes,
>some seasoned experts. They have access to tons of cash,
>legions of smart people and a brand that's just waiting to
>do something more."
>
>I would agree. Google has build a very strong brand, solid
>awareness, and a passionate user base. But I have long felt
>that Google is missing one element key to its long term
>success and the fulfillment of its potential value. Google
>lacks a way to connect with permission to the general public
>that uses it. And until Google finds a way to strengthen its
>connection and relationship with those that use it, the
>connection is weak, no matter how much someone might say that
>they love Google today.

Once again, this is a branding issue. Google's primary brand
attraction was actually an outgrowth of antipathy of Yahoo's hubris.
But Google has no real brand. And here's how you can tell:

Ask any few users as to why they choose Google and you won't get two
of them answering anything similar. This points to a lack of
consistent messaging on Google's part, and as you point out Cliff,
until they do make that connection, there is no brand.

Awareness? They got it. Success? They got that, too. Brand
loyalty, no way. And the minute a better solution - with a clearly
articulated brand - comes along, tons of those Google users will be
gone.
--
Rob Frankel

"Branding is not about getting your prospects to choose you over your
competition; it's about getting your prospects to see you as the only
solution to their problem." (TM) -- Rob Frankel, consultant and
author of "The Revenge of Brand X: How to build a Big Time Brand on
the web or anywhere else."
Big Time Branding (SM) http://www.RobFrankel.com
818-990-8623 or 1-888-ROBFRANKEL
AIM: ROBFRANKEL




Received on Fri Sep 12 2003 - 08:29:51 CDT