Google has been voted "global brand of the year" in a survey carried out by Interbrand, a leading European branding agency. Google has won worldwide respect for its stubborn anti-commercialism and its commitment to delivering quality to end-users. Information consumers – like all other consumers – are becoming increasingly sophisticated, media-savvy and aware of marketing strategy. Google is the epitome of the qualities that the public admires: integrity, simplicity and reliability.
The lesson must be heeded by former behemoths of world marketing, such as Coca-Cola (who were beaten into third place, behind Apple): the old rules of marketing no longer apply in media where end-users have greater choice; are active rather than passive; and can instantly "smell a sell".
Google's recent move into blogging is further proof that the company courts inclusive, democratic and transparent media, where consumers are empowered, not passive. Consumers respect Google for respecting them.
Google gets it. Others will have to smarten up.
(ImageMap from Broadchannel)
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