A Brand Promise Is What You Make Of It
Is it possible for an entire brand to talk to you like your best friend?
Google just did a remarkable thing with its campaign, “The Web is What You Make Of It.” Most companies find this very difficult to pull off, let alone the biggest, richest company on the planet. Know what the difference is? You don’t get the feeling they’re “pulling off” or putting over anything on you. You get the feeling the people at the top and straight on through, are people you’d like to do business with. I would do one more thing if I were Google and its agency who did this great work. I’d not enter it in any awards shows. I’d just say, Hey, we’re trying to get across to people what we do and believe in, so they can make up their minds about doing business with us; we appreciate the kudos and interest, and our agency is hot and nailed it, we love ‘em, but going to the Riviera and up on stages to accept awards for this campaign is not what this is about for us. Now, that would be remarkable.