Learning from Google – The brand

What makes a brand successful now-a-days with constantly evolving consumer expectations and changing mindsets. Consumers  are continously looking for new experiences, new innovations and new benefits. How does one create an appeal that is enduring and indelible in their minds? There’s a thing to learn or two from Google. NY Times writes:

Google is “very leading edge, very young and very appealing to 20- and 30-year-olds,” said Russell S. Winer, a professor of marketing at the Stern School of Business at N.Y.U. “If you walked around with a Google T-shirt, people would think that’s a hip thing to wear.”

Like Apple, Google has lured the young and the early adopters by making the utilitarian — say, Gmail — seem hip. Part of the allure stems from the clean Euro-minimalist design of its applications. Part of it stems from the company’s reputation for innovation.

Marketing experts consider a Web site an experience — different from using a product like a soft drink — because it’s someplace you go, an arena in which you live out your life. And in this way many people develop a sense of intimacy within it, even trust.

Donna L. Hoffman, a founder of eLab 2.0, a research center at the University of California, Riverside, that studies online consumer behavior, said that Google has in the minds of many users “become one with the Internet,” achieving a meta-status because as the most-used search engine, “it literally augments your brain. I don’t have to remember quite a few things now because Google can remember them for me. Google is an additional memory chip.”

Toni Carreiro, a Web designer in San Rafael, Calif., and a self-described Google addict, said that the elegant simplicity of Google’s design is a blank slate upon which she can impose her own personality: It’s not there to sell you on anything, just to help you, while other sites, she said, are full of blinking ads and clutter.

“They have all this animation going,” she said. “I just want my stuff. That’s what Google gives you — ‘me.’ ”

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