I used to be a 1.0 marketer in a 1.0 industry with 1.0 methods. This was in ancient times when I was working for international fast moving consumer goods companies. About marketing in such companies, I remember that there was something sacred that nobody could touch, but a few initiates: the logo of the company itself.
This logo would express the pure nature of the brand, something like a Constitution for a country. And there was in every country within these companies a "Doctor of the Church" making sure that every slightest detail of the graphic guideline was taken in account for all kind of publication showing the brand. I even remember that these spin doctors often consulted heavy books (like a bible) that would tell the law. Generally, they were not really cool for business developers, who were always in a hurry, always searching flexibility…
Let's now have a look to Doodle 4 Google. Not only they constantly customize and play with their logo, but they also let kids transform it! Google is carrying "a competition where [they] invite K-12 students to play around with [their] homepage logo and see what they come up with". Have a look and enjoy. This could just kill my so called doctors former friends.
You can also watch this short video:
OK, Google is one of the strongest brands in the world; but not only because of its financial weight. Google is powerful also because they can play with their brand and make their "community" work for them for free, for the pleasure, for the hope of being recognized. Well played!
Emmanuel de Saint-Bon
