Ya gotta love Google. These guys get branding. (That’s why they use BBH for advertising, projects and counsel.) I’ve been blogging about the Google brand strategy — first articulated by Sergei Brin — for years. Their clam is “The world’s information in one click.” Today, even Motorola CEO Dennis Woodside (Moto is a Google subsidiary), was singing off the same hymn sheet. Said Mr. Woodside in the NYT “Google’s mission is to organize all the world’s information and make it universally accessible.” He continued “For Motorola, one of the things we’re trying to do is create a very high-quality mobile Internet experience over time for hundreds of millions of peoples.” That’s a tight brand strategy. And scalable. Create a claim and productize the proof.
Granted, self-driving cars, one of Google’s pet projects, are not proof of the world’s information in one click. But do they facilitate the claim? You can’t search while driving. Hee hee. Google has Labs (hey Ben Malbon) and dabbles in many things, so we can’t say for sure that it will make money the same way 100 years out, but for now they understand strategy, what people want, and what they are good at.
One thought though…right now Google searches for websites. That’s where searches resolve. But some of the cooler things these days shooting over the web are not websites — they are apps, messages, pics and vids. That’s something worth thinking about. Peace.