Part of the fun of blogging is to go on record and predict how other people’s marketing initiatives will turn out. One of the questions I ask when doing such prognostication is “Does the move further the corporate strategy?” Or, in my simplified worldview, does it further the branding “idea.”
When I first read about Google’s forays into online radio, print and TV ad sales I was surprised and befuddled…and expected them to fail. As of yesterday, only the TV ad sales business is still alive. I’m not a big fan of a number of Google’s non-core business apps: Write, Google Docs, the spread sheet program; they are all nice novelties. But what do they do to further Sergey Brin’s initial brand idea “We deliver the world’s information in one click”?
While director of marketing at Zude.com, a social computing platform, my directive to employees was to ask themselves every day as they left the building “What did I do today to make Zude the “fastest, easiest way to build an manage a website?” That’s was a focused mission. That was an idea. Google needs a "leaving the building" question.