I’ve been stupid busy lately, and by stupid busy, I mean that I have to have been be stupid to bite off as much as I’m trying to chew right now. My concession, though, is to hit you with this clip on How to Use Images in Video Blogs that I did for BloggingTips.com while I was still doing my vlogging column for them — I had to drop it because of my new schedule.
In any case, watch it and be skooled…
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David Chen over at Pronet Advertising has picked up on an Associate Press piece about how Google, the biggest advertising sucees story ever, does not advertise. Rather, as Chen notes:
Although you can see Yahoo’s ads on TV and in movie theaters, Google doesn’t follow suit, instead relying on word of mouth, buzz marketing, and media coverage to spread its gospel.
The advantages to pursuing this kind of organic branding, Chen believes, are threefold:
The first is straight forward, and the second has to with not having your brand associate with a disasterous campaign. The interesting one is the third, where Chen chalks it up to one of the most basic marketing tactics: mystery. Chen explains:
By not having a large presence in any of those common mediums, Google cultivates a certain mystique about them. In some ways, Google’s absence seem to imply that they are above those forms of advertising, that it doesn’t need advertising […]
What it really comes down to, however, is a question of power. When Yahoo! passed up their chance to snatch up a company with better technology, a revolution occurred in the marketplace. After all, revolutions cannot happen unless the balance of power has already been upset.
At the time, Yahoo! might have had a more powerful brand, but Google had a more powerful product. When supply is inexhaustible (as search is) in a marketplace as young as the internet was then (and may still arguably be), demand will shift overwhelmingly toward the superior supply. Without a demand, a supply is worthless, and the supplier is therefore powerless.
Retaining power, of course, is a lot easier than usurping it, and what Google has done since is implement some very straight forward measure to preserve its power base. Most of these can be found in Robert Greene’s 48 Laws of Power.
As far as its PR approach to branding goes, the Leviathan of Search has followed the Law 6: Court Attention at All Costs: Continue reading ‘Google: Power Based Branding’
So I’ve resigned my position as Director of Social Media at SearchAnyway to pursue an opportunity in, er, social media. I’ll probably continue to contribute to the SearchAnyway blog, but we still haven’t figured out just how frequently that’ll be…
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Trying to put this mainstream media strike thingie into context…
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