Google is world’s biggest Internet advertising company. The fact that they are into other Internet products like mail, search and social networking cannot compare with its core business – Serving relevant ads! This is nicely integrated with all their products, especially search. These last two years we have started seeing a trend in Google’s brand image. They have started advertising themselves aggressively.The point here is that, Google did not need ads earlier to be successful.
So, why is it concentrating so much on reaching out to everyone about its products? Well, after Larry Page’s ascension to the CEO’s throne, he has sought to make Google an its products more consistent with each other. Deep integration between all their products along with their new social layer, Google+ is the most important thing right now. This also includes Android, the mobile OS and Chrome OS and the browser. Their strategy has hence shifted to making people aware of this integration and help get more sign-ups for their social network. With this in mind, Google axed quite a few projects like Labs, Wave, Buzz and Gears, so that they could make all their existing products attractive and intuitive.
Here are some of the ads that they have released over the last year including the very tear-jerking Dear Sophie ad.
Google India is also not far behind. They have been promoting the Chrome browser with their own Indian themed ads. Google has also advertised Chrome in print ads in Newspapers and other traditional media avenues like TV ads, Movie theaters, etc.
The latest ad for Chrome is the Tanjore Paintings one . Check it out here.[youtube]http://www.youtube.com/watch?v=F0heDCxWnyk[/youtube]Finally, google also released its end of 2011 video titled ‘Google Zeitgeist: A year in review’ which pretty much is a solid ad for Google+ mixed with the events of the year.
If you notice all these video show some heart-warming story or another. Google is clearly branding itself with these ads as that company which makes you feel good inside.“If we don’t make you cry, we fail,” Google’s Vice president for Global marketing, Lorraine Twohill said. “It’s about emotion, which is bizarre for a tech company.”"Google’s an online brand,” Google’s event planner, Lorin Pollack said. “You can’t experience the brand except for typing keys. It’s a huge responsibility to actually bring that brand to life outside of the computer.”
This is very true but it might also be Google’s ways of gaining the ‘trust’ of anti-trust regulators who might soon turn their attention towards Google. These happy, beautiful videos might be their strategy of projecting the companies values and at same win over audiences with the sentimental value.
