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Google's success no surprise.(Brief article)
Byline: Kim Thomas
Google's success no surprise
An analysis of Google as a brand reveals it enjoys a phenomenal level of trust and liking. Kim Thomas reviews a book that looks behind its meteoric ascent
You know that a brand has become truly, stratospherically successful when it enters the language as a generic term. As Neil Taylor points out in Search Me, we talk about "hoovering" even if we're using an Electrolux, and now we speak of "googling" rather than "searching" the web. In the eight years since its inception, Google has become as familiar as Coke and McDonalds.
But most people feel a warmth towards Google that they don't feel towards other large corporations. Google, says Taylor, embodies both the spirit of the BBC, with its public-service ethos, and smoothie-maker Innocent Drinks, with its "fun" attitude and charismatic leaders.
So what has made Google so successful and why do we like it so much? These are the ...
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Source: HighBeam Research, Google's success no surprise.(Brief article)