Terrific discussion on the previous post about various branding strategies of McDonald's versus In-N-Out. Then Yvonne changed the subject and I wanted to post her comment here for further discussion. She says:
Let's talk about Amazon.com, Yahoo! and Google and how they've become branded in such a short time. Can you guestimate how far their brand reaches and how long they will continue to dominate the market in their area? Last year, Google was the #1 recognized brand worldwide...so my research showed... above Coke and McDonald's. I'm a new millennium business; I'd like more information on how to brand using the tools available to me today...and the Internet is a big one. Especially, blogging. Can someone speak to that issue, please?
On the subject of Google, Al responded:
Yahoo! was the first Internet search engine, but they lost their leadership to Google by branching out into many different categories (a mistake that Google is currently making.)
Hmm... is Google making a mistake in branching out? Or thinking about the question another way, are they really branching out? I don't think so. Every good brand is the clear answer to a question in a customer's mind. Google built its brand by answering the question, How can I find information online? Now with its searchable gmail and searchable desktop products, Google is now positioned to answer the question, How can I find information? They've done a great job extending the brand by broadening, not changing, the problem/solution equation.
My 2 cents... Al or Laura, do you have a comment for this?