Re: Google a brand?

From: Chip Fogg <Chip.Fogg_at_USA.dupont.com>
Date: Tue 23 Sep 2003 08:49:58 -0500

I buy Volvos (since 1971) and use Google (since 199(8-9?)).

The brand management question becomes, are these likely to remain my
preference in the future? Volvo, yes, probably so ... assuming its Swedish
engineers don't get outgunned by Ford in future development programs (I'm
wary). Google, I'm not so sure... because I recall how few years ago I
used (and advocated) AltaVista for full text searches of the Web.

Technically, Google designed a superior Web search tool for most of my
needs and thus earned my first click. Their algorithm was smarter. And so
far, they have respected my time and workspace. In contrast, AltaVista:
1.) stood still, 2.) got acquired, and 3.) in violation of my values,
started selling pop-under ad windows. Business problems 1.) and 2.) were
recoverable in my mind, but 3.) was fatal to them as a brand I cared about.
Poof!

A brand is a delicate life form, that goes beyond just a product or
function. Its customers can speak to values beyond pure product function. A
brand's managers are guided by and thinking about its customers' values and
needs, and working in ways they expect and hope for.

Ten years from now, I will likely operate a Volvo and expect continued
safety and other good sense from that transportation equipment maker. As
for Google ... I don't know. Perhaps ... if they discover and maintain what
they mean in our life, and make future moves consistent with our
expectations for them (smart, useful, uncluttered, untampered results,
etc.). If they do these things, they might become a brand and earn our
trust for solutions we can't even anticipate today.

Meanwhile, I tend to concur with Mr. Frankel ... Google is like "Linoleum"
was many decades ago -- spoken of by name, and meaning something specific
-- but not promising a future customer relationship that goes much beyond
what it does for us now.

Chip Fogg
DuPont




Received on Tue Sep 23 2003 - 08:49:58 CDT