Re: Google a brand?

From: Jonathan Trenn <jptrenn_at_netscape.net>
Date: Mon 22 Sep 2003 10:15:57 -0500

First of all, there's a great article about this very topic that
you read on ClickZ.
http://www.clickz.com/search/results/article.php/3080161 It was
written by Frederick Markini, CEO of iProspect, a top search
engine marketing firm.

My take on this is that while Google has done a phenomenal job
positioning itself on the pathway to building a brand, it hasn't
really achieved that exalted status yet. To be sure, it may
well be the search engine of choice for many or most on the
Internet. But the ever and rapidly changing culture of the net
makes brand building that much harder. Early adapters - the
ones that start trends - are ever curious and may 'check out'
that new service that emerges sometime, say, next year. Soon
you may have a healthy competition going on.

While I don't necessarily agree with Rob's point that a brand
means it's the ONLY solution, I do think that people who
display brand loyalty will use an alternative as a last resort.
They may repsect the alternative, but it's not their choice to
use it.

But I wholeheartedly agree with Rob's point that branding is
'the other way around'. Safe car = Volvo.

--
Jonathan Trenn
InterActivate




Received on Mon Sep 22 2003 - 10:15:57 CDT