Google, the Flexible Brand -- Brand Definition
The practice of brand-building is guided by proven principles – but, as the adage goes, rules are made to be broken. And in Google’s case, it’s breaking rules for very good reason. With such a far-reaching charter and expansive footprint, Google requires a new kind of brand -- one that isn’t defined by product category or even business sector. Instead Google is a brand that is characterized by its commitment to make deep, rich, strong connections with consumers and that stretches in pursuit of new ways to make those connect.