They recognize that sooner then later someone will come up with a Google killer, what with the increasing competition and more clutter in the marketplace they finally reconized that they had better start branding themselves.

After many years of dismissing branding as a waste of money, they go and pour millions into a pure branding ad.

http://battellemedia.com/archives/005116.php

Some would say it was still a waste, but think of all the good will generated with this simple beautiful 30 sec spot. I think it is a brilliant move on their part.

While we may never know the result of this on the human brain, generating a feeling of emotional connections, the ahh…, warm and fuzzy feelings and linking it with your brand is a great move. How many people just think of Google is a place to go for search, with no emotional connection and would be more then willing to switch if there is something better… now they may have an emotional link to the brand Google, and without knowing why will stick a bit closer with Google over time – resisting change.

Google is smart. Scary smart, and this proves what great marketers have known for many years. Branding works.

Bob

You know, the one where Dave is seated next to Oprah on a couch who is flanked by Leno. Munching on a stale Dorrito Dave says” This is the worst Super Bowl Party ever” That was it, but it was great !
-PD

I liked the Audi piece because of the marraige of the green space along with the brand reoutation.

Didn’t quite understand the placement of the back-toback underwear ads.

Also, maybe the Queen didn’t kill it, but the singing the entire night was a horror in my opinion!

They are by far tops in search with over 70% of the market and it isn’t like people have no idea what they do, and for the most part do the best. I doubt they will be relinquishing that title to Bing/Yahoo/As Jeeves [sic] any time soon. So why spend millions of dollars to sell something so synonymous that it’s now a description for that specific thing. People Google with Bing, just as they Xerox on Canon copiers, just as they use adhesive strips to Band-Aid.

This isn’t even considering the target audience for the Super Bowl. Those watching don’t care about finding Chocolates in Paris at this time, much less any time. Maybe finding the best bars with the best beer, or the best deals on Ed Hardy t-shirts. It came off a bit pretentious in a time where everyone is letting their drunk freak flag fly.

It’s a beautiful commercial in a different situation, but don’t they have a phone to sell or something? It’s mind boggling they went for this under this circumstance. Feel free to help me out with a decent rationale to this. Thanks.

@FFcommunicator
Fame Foundry
Charlotte Website Design

Maybe it’s me, but I think that Walmart started updating their brand image right before everything went south with the economy, and were wise enough to keep doing it. They recently repackaged all of their private-label offerings which utilize tons of white space and closely resemble what Publix has had for years and what Food Lion has recently done as well.

While this is certainly a positive progression and certainly has won shoppers back for many reasons, especially those people who used to shop at Target but have tighter pursestrings these days and are looking for bargains I can not say they are giving off that “cool” vibe for me because WallyWorld may just never evoke that for me personally. I think it is more of a sensible, prudent feeling. The idea that people should be responsible both fiscally and environmentally (they realized that selling cloth bags at a dollar a pop had one helluva mark up) is something they can embrace and win a lot of people over with.

I guess in a way that is cool for a lot of people, but it also seems that greener/friendlier jargon is the wave of new business. I personally don’t think T. Boone Pickens really loves the Earth, I just happen to think that he wants in on a sector of business which is set to explode. Why not embrace it if you can make a profit and look good doing it?