It was a bit surprising to learn that Google made the list of the world’s 10 most powerful brands.
But that’s what Millward Brown‘s Nigel Hollis revealed at the launch of his new book, The Global Brand. It’s pretty impressive that a 10-year-old company is rubbing elbows with such venerable brands like Coca-Cola and General Motors, and the more Hollis spoke about global brand management, the more it became obvious why.
Speaking to a crowd of communications professionals, Hollis explained that, global or local, “the foundations of a great brand are the same”. He named such factors as an efficient system, distinct product and great brand experience. Google brings all those things, and in spades: a straightforward and easy-to-use search engine solution that appeals to both web newbies and savvy tech professionals.
And the very reason for Google‘s existence, the previously unnavigable web-is also what makes it unique from the other Top 10 brands. As a search engine and web tool source, Google is neither a global nor local brand. It therefore is immune to the pratfalls of failing to individualize itself for each local market, a mistake often made by other large brands.
Finally , Hollis noted that brands who manage to enter the pop culture vernacular enter a whole new level of brand identity. Considering that someone is now more likely to ask you to Google the nearest Tim Hortons rather than look up the nearest Tim Hortons, it’s safe to say Google hit that level long ago.
Little wonder it has ascended to such heights in such a short time.
Incidentally, the book launch, held Toronto resto Kennedy At The Gardiner, was an excellent party.I finally got to sample Kennedy’s famous fries. That officially makes it a good night.
