(This is the third and final post in a series about Google, the flexible brand. My first two posts covered the ways in which Google has traded rules for flexibility in its branding and brand architecture. Now I turn to the reason behind Google’s approach.) The practice of brand-building is guided by proven principles – […]
(This is the first of a 3-part series on Google’s unconventional approach to brand-building.) Google has become one of the world’s greatest brands and it’s done so despite breaking all the branding rules. Common wisdom says that to build a strong brand you need to present your brand in a tightly focused, steadfast manner. But […]