I’m glad Google is thinking outside the search box in the way it is now marketing to business decision makers with, get this, custom publishing — the print kind. But, “It’s not in any way intended to be a publishing endeavor,” Google’s head of global ad marketing told the NY Times. I haven’t run that quote through Google’s buzztalk-to-english translator, however, it (apparently) means, “even though we’re waddling and quacking like we’re in publishing, we are using publishing to support the Google business model — not to be in the publishing business.”
As my profession is helping companies create and implement strategies to do the types of programs Google is undertaking, I obviously think this a great idea.
What I don’t get is why Google is using the word Think as a brand in this marketing effort.
Perhaps no one who works in the Google marketing department was alive when the word “Think” was part of two of the most famous and iconic advertising efforts of the last century, however, I feel that some of the marketing decision makers on the receiving end of this custom publishing effort will be wondering what Google was thinking.
IBM, whose founder made the word “Think” that company’s mantra and standard-issue desk plate, still uses the word.
The word “Think” was so identified with IBM that another technology company (maybe no one at Google can remember IBM, but surely they’ve heard of Apple) used it in the unforgettableThink Differentcampaign to position itself against the IBM / Windows world.
Google was being clever with their use of the word, Think, I might not be head-scratching over this.
Unfortunately, it just seems like one of two things: unknowingly derivative thinking (which implies they don’t know how to use Google to look up stuff on Wikipedia — or they are taking thinking to an even more different place than we though possible.
Think about it. When I try it gives me a headache.
From the Rexblog archives: Google has been known to dip into the tried-and-true of traditional off-line marketing tactics for a long time.
Movie music classic: I hope the Aretha Franklin photo from the movie the Blues Brothers is not too obscure, this is what I’m referring to.