Uniquely Google

Today as I was watching the return of NFL football, I saw an advertisement for the Google Nexus 7.

Let that sink in…

Over the past few years, Google has gone from a search company to a virtual assistant. Their products and services aid most of us on a daily basis. They are able to successfully help consumers by being there conveniently through a variety of channels.

The easiest way Google has gotten their products into people’s hand is through Android, their operating software. Android gives users a truly “Google” experience on numerous cell phones and tablets. Whether it’s using Google Now to track a package or looking up a recipe for dinner, Google is there. However, Google went a step further by having their apps downloadable on competitor’s devices as well. Even if you do not buy into Google’s operating software, you still have the opportunity to utilize their services. Google offers an often-identical experience on a competitor’s product. Unlike Apple, Google doesn’t excommunicate you if you choose to purchase a non-Android device. They see the opportunity and value to reach customers through a new channel. Apple faced a large uproar after they ditched Google Maps and in favor of their own mapping application. Judging by the uproar, it’s clear than consumers like these non-Android Google apps.

Beyond the software, Google must sell the hardware that carries their services. Usually the best way to show off technology products is through in-store displays. Whether you are at an Office Depot testing out a Nexus 7 or at Verizon Wireless playing with the newest Droid phone, you are experiencing first-hand how Google’s software can impact your life. Similarly, downloading a Google app or trying out a search is easy and seamless no matter where you are.

During the Super Bowl in 2010, Google made a big splash with their television advertisement depicting the searches of a normal person through the course of their relationship called "Parisian Love."

The simple ad made a splash in the media and many wondered why Google did it. I believe Lance Ulanoff made a very good point that the purpose of the commercial was to show consumers how Google propels you through life. Google is always there to answer our questions, no matter how silly or complex they may be.

Beyond television, Google has uses a number of other marketing channels.

• In 2004, Google put up a cryptic billboard in Silicon Valley that was meant to recruit engineers. The non-branded billboard led engineers on scavenger hunt for a job opening.

• While they do not have an active presence on Facebook, they do update their Twitter account often. They give followers search tips to help them use Google in ways they didn’t know possible.

• The company has a blog they keep up-to-date. Ranging from product launches to charity events, their blog helps show off the company culture.

• They have forums for their wide variety of products. Google employees will often get on and answer your questions for you.

From iPhones to billboards, Google is able to give you an authentic experience. They handle their brand very well and I believe they appeal to the inner nerd in all of us. They are light-hearted, innovative, and helpful. As Ulanoff said, Google gives us the tools to advance our lives. They successfully sprinkle in humor with their brand whether it’s Google Doodles or the latest nickname for their Android operating system. Everything they do is uniquely Google.