Google Us

In recent times, Google has become the ‘go to’ source for nearly all
types of information. People  hardly make a decision now without
consulting their trusty search companion, especially when making
purchases. Filled with all sorts of third party information, customers
are now able to study the company, brand, and product, at home before
purchasing. Not only are they learning about your company and product,
but they are forming opinions on what your brand really is.


Brand Perception
One of the most important aspects of a brand is perception. The 4 P's
of marketing (product, price, place, and promotion) are all designed
to ensure the market perceives your brand how you intended. However,
with the growth and influence of Google, those 4 P's are not the only
thing influencing the market's perception of your brand. What's also
worrisome is you don't have control over those other factors.


We live in an age where information is a commodity and freely
available. There are loads of information online about your company,
brand, and product. However the majority of it was not created by you.
News reports, blog articles, customer forums, and third party
companies are all talking about your brand and product. Even customer
remixes of your brand flagship (logo) are out there(see Pepsi post).
What appeals to the customer is transparency and unbiased information
and this content and information is influencing how your customer
perceives your brand. Which, in essence, is your true brand, not what
you say it is.


 This may be scary for some, as your company didn't create the
content, and thus can't manage it. It however does not mean you can't
influence it.


The solution?


Become your brand
A well designed marketing strategy and brand devised in the board room
is great. Proper  implementation and roll out is also needed. However,
in the new online world this is not enough. Companies must now become
their brand. Everything about the company needs to reflect the brand
and its values. From hiring practices, business practices, production
practices, and management, everything about the company and the brand
must be the same throughout. Some other steps that you can take to
ensure positive brand perception:

• Interact with people online who discuss your brand and become a member of that community

• Hire employees that are part of your target market. That way you can stay up to date with how your brand is being perceived

• Play an active role in ensuring that everything that reaches Google accurately portrays your brand

That way when people ask, who are you, you can  say 'Google us', and
not be worried about brand perception

Why I run - via Asics

We marketers usually talk about truly connecting with your customers through your advertising. However, in all honesty, though I've liked ads before, I have never felt any ad was speaking specifically to me. Though recently I saw an ad from asics and for the first time I felt that elusive connection. It is an amazing ad and spoke directly to the runner in me. (see video below)

Besides the obvious message in the ad, I like that they did not explicitly push their product. Instead they highlighted the message/connection (motivation for running) and tastefully placed their product.  I once saw a statement from asics that they were "for runners by runners". With ads like this, I believe it.


Have you ever felt like an ad was speaking directly to you?

New Pepsi Logo

I recently came across some adaptations of the new Pepsi logo online. Besides being quite funny, I think it is shows that everyone sees and interprets a design differently. And people who altered these logos definitely saw the logo differently than Pepsi Co. and the design studio.

The only problem is, every time I see the Pepsi logo, I see these guys lol.


What's your view on interpreting design (and these alterations)?