I’ve always loved the online branding power Google built through its Google Doodles. You know the…
Some people say that Google built its brand without traditional advertising.
Putting aside its current use of traditional advertising to market itself…(ahem)
…Google also was smart as hell to create awareness of which search engine you were using by occassionally tweaking the presentation of its name. Along with other little proofpoints of differentiation like the speed and quantity of its results…
…this creative way of building good ol’ fashioned brand awareness and corporate identity is one of the secrets of its success. Something Yahoo, AOL, Netscape and others missed. And something that continues to be missed by even big online brands today like Facebook.
(It’s also a great example to point people to who believe “no, our logo and corporate identity is carved in stone” point. It shows when and why you can play with corporate identity can be played with.)
Now comes some facts (more…)