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Commenting on Brands are our frenemies
Walter Pike
Google is a strong brand-
Patrick There is no doubt whatsoever that google is a strong brand, it got there by delivering value and experience. It didn't get there by trying to hoodwink or manipulate, which is often the branding techniques employed. In the modern connected world attempting to manipulate consumers by a branding approach that is not built on sound value delivery is doomed to failure. So i agree with your point. Posted on 1 Aug 2008 16:22
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Patrick
cuil it-
hi walter - i think what we need to see is a shift away from brand valuation towards value delivery system valuation. will be v.interesting to see how cuil does in shifting our thinking about this thing called brand. when we can shift our loyatlty instantaneously and en masse from a very established global brand to a brand new brand (like cuil)surely we are witnessing a seismic shift on what kind of intangibles we value? certainly not branding as we know it.. Posted on 1 Aug 2008 16:40
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Walter Pike
What is branding.-
Patrick

This is a fascinating discussion. Brand is equivalent to reputation, its the view that customers (or other stakeholders) have of the service product etc.

It must be related to delivery - as brands are really created by experience, therefore by delivery. The new connected customer will force people to rethink traditional branding.

Google delivers so it rates high on performance - it is also recognised that it delivers so its reputation and so brand is good.

The better customer knowledge the less likely you are to be able to brand manage BS and the more the focus is on delivering value.

I have had only early adopter experience on Cuil and my opinion seems to similar to the top bloggers - its not delivering. Posted on 4 Aug 2008 16:00
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Andre
Refreshing, and well spotted, methinks...But:-
I would have to agree with the value delivery system over brand argument, yet the statement that Google isn't a strong brand is somewhat off target. Moreover, Google is not merely a search engine, it is and information company. It's "owning" the generic category of Search Engine, and is being assimilated into our language and cognitive framework. Now if that is not the ultimate branding objective, I need to go hand in my badge. Posted on 14 Aug 2008 10:14
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