Re: Google a brand?

From: John Gaskill <jg_at_Info-Central-USA.com>
Date: Mon 22 Sep 2003 10:09:01 -0500

On Fri 19 Sep 2003 08:59:17 -0500, Rob Frankel wrote:

>At 10:24 AM -0500 9/18/03, John Cass wrote thusly:
>
>>When I think of Volvo I think of safe cars. When I think of a search
>>engine I think of Google. The value those companies provides makes up
>>their brand. If you want to learn more about brand.
>
>Branding actually works the other way around:

C'mon Rob, let's have a reality check.

Brand recognition works both ways.

If you build a brand, the result you are
looking for is what John Cass described,
i.e., that when you think of particular
brand attributes, the brand name pops
into mind.

While building the brand, the goal is
to make people believe you offer the
solution they want for a particular need.

Google certainly is a brand, albeit one
which has achieved its current mantra
status through good work and public
relations methods, as opposed to
buying millions of ad impressions.

Satisfactory use is a very strong brand
reinforcer. Google "owns" the search
category because people use it and
alternates can't shake them free by
advertising. A better alternative will out
in the end if it has the staying power to
remain in business, but it will take time
and a lot of superiority as a search
solution over Google to happen.

At least that's my take on the subject.


John Gaskill
jg_at_Info-Central-USA.com
http://Info-Central-USA.com






Received on Mon Sep 22 2003 - 10:09:01 CDT