Analysis of Google's brand and why they manage it this way towards the average Google user. Thanks to Kwok Ng for your help with this.

1. 10 definitions of Marketing
Marketing is the process
(http://www.skylinetradeshowtips.com/what-is-marketing-how-10-experts-define-it/)
• “Marketing is the process by which companies create customer interest in products or services. It generates the strategy that underlies
sales techniques, business communication, and business development. It is an integrated process through which companies build strong customer
relationships and create value for their customers and for themselves.” — Wikipedia
of creating products
• “Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that
have value for customers, clients, partners, and society at large.” — American Marketing Association
• “Marketing is everything.” — Regis McKenna
• “Marketing is not only much broader than selling; it is not a specialized activity at all. It encompasses the entire business. It is the whole
Marketing is people’s
business seen from the point of view of the final result, that is, from the customer’s point of view. Concern and responsibility for marketing must
therefore permeate all areas of the enterprise.” – Peter Drucker
• “Marketing is the social process by which individuals and groups obtain what they need and want through creating and exchanging products
and value with others.” — Philip Kotler
interest and trust
• “Marketing is the process whereby society, to supply its consumption needs, evolves distributive systems composed of participants, who, interacting
under constraints – technical (economic) and ethical (social) – create the transactions or flows which resolve market separations
and result in exchange and consumption.” – Bartles
• “Marketing is any contact that your business has with anyone who isn’t a part of your business. Marketing is also the truth
Marketing is Everything
made fascinating. Marketing is the art of getting people to change their minds. Marketing is an opportunity for you to earn profits with your business,
a chance to cooperate with other businesses in your community or your industry and a process of building lasting relationships.” — Jay Conrad
Levinson
• “Marketing is getting someone who has a need to know, like and trust you.” — Jon Jantsch (of Duct Tape Marketing fame)
• Marketing is “The management process responsible for identifying, anticipating and satisfying customer requirements
profitably.” — The Chartered Institute of Marketing
• “Marketing is the process of anticipating, managing, and satisfying the demand for products, services, and ideas.” — Wharton
School, University of Pennsylvania

2. The Google Brand…
- Is this it? -

3. The Google Brand…
- Is this it? -

4. The Google Brand…
- Is this it? -

5. The Google Brand…
- Is this it? -

6. The Google Brand…
- Is this it? -
This is a carefully constructed half-truth

7. What is Google “Selling”
Search
“Understanding exactly
what you mean and giving
you back exactly what you
want”
– Larry Page
Revenue

8. What is Google “Selling”
Search Recruiting
“It’s really the people that
“Understanding exactly
make Google the kind of
what you mean and giving
company it is. We hire
you back exactly what you
people who are smart and
want”
determined, and we favor
– Larry Page
ability over experience*.”
Revenue Revenue
http://www.google.com/about/company/facts/culture/

9. What is Google “Selling”
Search Advertising Recruiting
“It’s really the people that
“Understanding exactly
make Google the kind of
what you mean and giving
company it is. We hire
you back exactly what you
people who are smart and
want”
determined, and we favor
– Larry Page
ability over experience*.”
Revenue Revenue Revenue
http://www.google.com/about/company/facts/culture/

10. What is Google “Selling”
Search Advertising Recruiting
“It’s really the people that
“Understanding exactly
make Google the kind of
what you mean and giving
company it is. We hire
you back exactly what you
people who are smart and
want”
determined, and we favor
– Larry Page
ability over experience*.”
Why doesn’t the average user think about advertising in association with
Revenue Revenue
Google? Revenue
This is their marketing success
http://www.google.com/about/company/facts/culture/

11. Why Does Google Manage the Brand Like This?
Trust
Search
Page
views
Portals to
the web

12. Why Does Google Manage the Brand Like This?
Trust
Critical mass needed to
drive ads
Search
Page
views
Portals to
the web
(talent + environment)

13. Why Does Google Manage the Brand Like This?
Trust
Critical mass needed to
drive ads
Google it Search
Page
views
Portals to
the web
(talent + environment)

14. Why Does Google Manage the Brand Like This?
Trust
Critical mass needed to
drive ads
Google it Search
Page
views
Give many Portals to
ways to get to
Google the web
(talent + environment)

15. Why Does Google Manage the Brand Like This?
Get people to
come back
Trust
Critical mass needed to
drive ads
Google it Search
Page
views
Give many Portals to
ways to get to
Google the web
(talent + environment)

16. Why Does Google Manage the Brand Like This?
Get people to
come back
Trust
Critical mass needed to
drive ads
Google it Search
Page
views
Give many Portals to
ways to get to
Google the web
Ad
platform Meet ad buyer’s
needs

17. Why Does Google Manage the Brand Like This?
Get people to
come back
Trust
Critical mass needed to
drive ads
Google it Search
Page
Ads
views
Give many Portals to
ways to get to
Google the web
Ad
platform Meet ad buyer’s
needs

18. Why Does Google Manage the Brand Like This?
Get people to
come back
Trust
Critical mass needed to
drive ads
Google it Search
Page
Ads
views
Give many Portals to
ways to get to
Google the web
Ad
platform Meet ad buyer’s
Technology needs
(talent + environment)

19. Why Does Google Manage the Brand Like This?
Get people to
come back
Trust
Critical mass needed to
drive ads
Google it Search
Page
Ads
views
Give many Portals to
ways to get to
Google the web
Ad
platform Meet ad buyer’s
Technology needs
Technology + Trust  Eyeballs  $
(talent + environment)

20. Why Does Google Manage the Brand Like This?
Get people to
come back
Trust
Critical mass needed to
drive ads
Google it Search
Page
Ads
views
Give many Portals to
ways to get to
Google the web
Ad
platform Meet ad buyer’s
Technology needs
Technology + Trust  Eyeballs  $
(talent + environment)

21. Why Does Google Manage the Brand Like This?
!
Get people to
come back
Trust
Critical mass needed to
drive ads
Google it Search
Page
Ads
views
Give many Portals to
ways to get to
Google the web
Ad
platform Meet ad buyer’s
Technology needs
Technology + Trust  Eyeballs  $
(talent + environment)

22. Touchpoints and User Experience
- Google’s Brand -
Search
Simple
Trust worthy
•opt out of advertising
•Ads clearly marked
•Search rank ≠ ad $

23. Touchpoints and User Experience
- Google’s Marketing -
Search Recruiting
Simple
Trust worthy
Simple
•opt out of advertising
•Ads clearly marked
•Search rank ≠ ad $

24. Touchpoints and User Experience
- Google’s Marketing -
Search Advertising Recruiting
Simple Self Service
Simple
•Low friction to get best
results
Trust worthy
Simple
•opt out of advertising
Account Managers
•Ads clearly marked
•High touch & deals for
•Search rank ≠ ad $
top advertisers

25. Touchpoints and User Experience
- Google’s Marketing -
Search Advertising Recruiting
Simple Self Service
Simple
•Low friction to get best
results
Trust worthyDon’t Mix Messages Simple
•opt out of advertising
Account Managers
•Ads clearly marked
•High touch & deals for
•Search rank ≠ ad $
top advertisers

26. Marketing Lessons
• Technological differentiation is core
– “It’s best to do one thing really, really well.”
– Technology enables Search
• Get the best people. Trust them. Help them
innovate.
– Search experience is core
• Hide the complexity

27. Marketing Lessons
• Branding – Get focus on the part that matters
to each customer
– “Focus on the user and all else will follow.”
– Google doesn’t talk about their money maker,
advertising, to the search customer. The focus is
on search.

28. Marketing Lessons
• Leveraging the fact that you are #1
– Tech bootstrapped them to #1
– Hiring practices and organizational structure
keep them #1
– Now everyone knows what Google can do for
them: they can’t afford not to.
– Self service & tutorials make it easy to receive
Google’s full services