Thursday, September 21, 2006

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Google Branding Strategy

Moral SuperiorityGoogle has perfectly executed a branding strategy which has proven to be one of the most brilliantly effective branding strategies witnessed by man.
The Google BrandBrand-wise, Google enjoys an unsullied image that sparkles cleaner than Coca Cola, Pepsi, Ford, Gap and AT&T combined. In an article published on Advertising Age, Randall Rothenberg named Google CEO Eric Schmidt as the most powerful media executive. Just a few months back, Google beat out Starbucks, Apple Computer, and Coca Cola to claim's Brand Of The Year title.
A recent study by Brand Keys revealed the obvious: Google is #1 of all Internet brands for brand loyalty. If you've ever been online, the irrational and almost fanatic brand loyalty of Google fans is hard to miss. In several forums, from Doug Heil's IHelpYou Services Forums to Brett Tabke's, questioning Google's moral superiority can result in emotionally-charged name-calling and abuse. One can only imagine if given the choice between GoogleGuy and Jesus Christ today, we would most likely be mourning the loss of The Nazarene again.
When critics do question the moral superiority of Google, the Google groupies rush to defend their icon of all that is pure and good, saying "Google is completely objective" and "Google is a shining star," and quoting the Google doctrine, "PageRank - and Google - is the democracy of the web."
One Google groupie proclaimed, "I love Google. Google is a great company, a good company, a responsible company. They are in a position of tremendous power and they do not abuse it. They never sacrifice their vision for the sake of making a buck. They are benign innovators, if only other companies were this good."


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