Comments on: Branding intelligence at Google http://cultureby.com/2008/06/branding-intell.html This Blog Sits At the Intersection of Anthropology and Economics Sat, 13 Mar 2010 04:06:55 -0400 http://wordpress.org/?v=2.8.6 hourly 1 By: Jan Al-Amel http://cultureby.com/2008/06/branding-intell.html/comment-page-1#comment-1514 Jan Al-Amel Tue, 10 Jun 2008 23:17:36 +0000 http://grantmccracken.com/cco/http:/grantmccracken/page-title#comment-1514 <p>For the last two days, I actually could not stop thinking about the same theme as you relate to here. Previously, Google was too obvious an example for me to realize it. It came to me the most vividly when I saw, all at once, the Futurama cartoons. What they did in this regard is absolutely unique - parodying different usual claims by which still delivering a strong message about their brand. <br /> I belive this hints at something quite novel with brands - brands attempting to gain relevance not just by demonstrating they can function as you need, not just offer you a new competence for life, not just according with you emotions... More. This way they show they can think in particular way. <br /> By that, I belive, brands can extend their licence to expand on all the lower levels of delivery - function, competence, emotions - whilst maintaining credibility. </p> For the last two days, I actually could not stop thinking about the same theme as you relate to here. Previously, Google was too obvious an example for me to realize it. It came to me the most vividly when I saw, all at once, the Futurama cartoons. What they did in this regard is absolutely unique – parodying different usual claims by which still delivering a strong message about their brand.
I belive this hints at something quite novel with brands – brands attempting to gain relevance not just by demonstrating they can function as you need, not just offer you a new competence for life, not just according with you emotions… More. This way they show they can think in particular way.
By that, I belive, brands can extend their licence to expand on all the lower levels of delivery – function, competence, emotions – whilst maintaining credibility.

]]> By: Tom Asacker http://cultureby.com/2008/06/branding-intell.html/comment-page-1#comment-1513 Tom Asacker Mon, 09 Jun 2008 17:23:22 +0000 http://grantmccracken.com/cco/http:/grantmccracken/page-title#comment-1513 <p>You know I love your stuff Grant, but imagery is a minuscule part of Google's success formula in building its brand (a.k.a. branding). Instead, I would point to its unrelenting innovation and creation of customer value, like its recent jump into the health business with its Google Health site (www.google.com/health).</p> You know I love your stuff Grant, but imagery is a minuscule part of Google's success formula in building its brand (a.k.a. branding). Instead, I would point to its unrelenting innovation and creation of customer value, like its recent jump into the health business with its Google Health site (www.google.com/health).

]]> By: Joe Reis http://cultureby.com/2008/06/branding-intell.html/comment-page-1#comment-1512 Joe Reis Sat, 07 Jun 2008 16:15:04 +0000 http://grantmccracken.com/cco/http:/grantmccracken/page-title#comment-1512 <p>I worked for a company that took the "yelling and shouting" approach when trying to appeal to a younger demographic. Needless to say, the shouting fell on deaf ears.</p> <p>As far as Google's branding goes, I think they're doing a good job. It passes the test of whether it's recognizable and original.</p> I worked for a company that took the "yelling and shouting" approach when trying to appeal to a younger demographic. Needless to say, the shouting fell on deaf ears.

As far as Google's branding goes, I think they're doing a good job. It passes the test of whether it's recognizable and original.

]]> By: Jeremy Trombley http://cultureby.com/2008/06/branding-intell.html/comment-page-1#comment-1511 Jeremy Trombley Sat, 07 Jun 2008 14:58:39 +0000 http://grantmccracken.com/cco/http:/grantmccracken/page-title#comment-1511 <p>Perhaps you're just being facetious and I'm not savvy, but I believe that first banner was to celebrate the first climb of Mount Everest by Sir Edmond Hillary and Tenzing Norgay. Sorry if I ruined the joke. :)</p> Perhaps you're just being facetious and I'm not savvy, but I believe that first banner was to celebrate the first climb of Mount Everest by Sir Edmond Hillary and Tenzing Norgay. Sorry if I ruined the joke. :)

]]> By: LK http://cultureby.com/2008/06/branding-intell.html/comment-page-1#comment-1510 LK Sat, 07 Jun 2008 04:56:40 +0000 http://grantmccracken.com/cco/http:/grantmccracken/page-title#comment-1510 <p>it's worth noting MTV's earlier work with the changeable logo; it's the first one i recall encountering (which doesn't mean it was * the* first, just the first one i remember) that was designed to accommodate a variety of colours, patterns, configurations, etc. a brief history of it, with some design samples can be found at: <a href="http://www.frankolinsky.com/mtvstory1.html" rel="nofollow">http://www.frankolinsky.com/mtvstory1.html</a></p> it's worth noting MTV's earlier work with the changeable logo; it's the first one i recall encountering (which doesn't mean it was * the* first, just the first one i remember) that was designed to accommodate a variety of colours, patterns, configurations, etc. a brief history of it, with some design samples can be found at: http://www.frankolinsky.com/mtvstory1.html

]]> By: LK http://cultureby.com/2008/06/branding-intell.html/comment-page-1#comment-1509 LK Sat, 07 Jun 2008 04:55:35 +0000 http://grantmccracken.com/cco/http:/grantmccracken/page-title#comment-1509 <p>it's worth noting MTV's earlier work with the changeable logo; it's the first one i recall encountering (which doesn't mean it was * the* first, just the first one i remember) that was designed to accommodate a variety of colours, patterns, configurations, etc. a brief history of it, with some design samples can be found at: <a href="http://www.frankolinsky.com/mtvstory1.html" rel="nofollow">http://www.frankolinsky.com/mtvstory1.html</a></p> it's worth noting MTV's earlier work with the changeable logo; it's the first one i recall encountering (which doesn't mean it was * the* first, just the first one i remember) that was designed to accommodate a variety of colours, patterns, configurations, etc. a brief history of it, with some design samples can be found at: http://www.frankolinsky.com/mtvstory1.html

]]> By: Anonymous http://cultureby.com/2008/06/branding-intell.html/comment-page-1#comment-1508 Anonymous Sat, 07 Jun 2008 03:10:36 +0000 http://grantmccracken.com/cco/http:/grantmccracken/page-title#comment-1508 <p>The explorer you're thinking of was Robert Peary? He is a mention in "Ragtime" as well. The narrator's father is invited on his famous trip to the North Pole. </p> The explorer you're thinking of was Robert Peary? He is a mention in "Ragtime" as well. The narrator's father is invited on his famous trip to the North Pole.

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