I’ve been writing for a few years with great admiration about Google and its amazing, transformative search tools. Co-founder Sergey Brin’s original vision or brand idea “We deliver the world’s information in one click” is what allowed Google to become the NASA of the web. Case in point: Yesterday I was looking for a blog post on my machine and used the Microsoft search tool; after three strikes I Googled “whatstheidea+things we remember.” In less than a second I found my text on the Web. Thanks, YO.
More recently, though, I’ve found myself commenting on how Google has wandered from its original mission – getting into the productivity software, social net, chat and now phone businesses. The brand planner in me says “How do I articulate the Google Is-Does?” The Googleplex is filled with amazing minds but many seem to be trying to out-engineer one another; me thinks they have lost sense of mission. Steve Rubel’s post on Google Buzz so reflects.
Culture of Technological Obesity.
Amidst Google’s amazing growth and all its Benjamins a culture of technological obesity has developed. It’s time for a change. Here’s what will happen.
The company will go through a typical corporate divestiture, or as was the case with AT&T, a Trivestiture. It won’t happen now…probably within 48 months. My bet for the three parts? Search (Web and mobile), R&D Think Tank/Consultancy, and (surprise) Advertising Analytics. How would you break it up? Peace!
————————————-
Steve Poppe is the Managing Partner of What’s The Idea? “Campaigns come and
go…a powerful branding idea is indelible.” You can reach him on his Mobile phone at
516-967-3875. Also check out his blog: https://www.whatstheidea.com
