There’s no denying that Google has attained a great deal in a relatively short time frame:

1. Top search engine and nomenclature status
2. A net revenue which experienced a 10% increase this year despite a recession
3. Huge range of products from Google desktop to Google Earth, empowering everything from discovery to collaboration
4. A seemingly endless string of innovations that transform our daily lives, culture and technology infrastructure

The key to their success? Smart management:

1. Attract the best of the best and hire purposefully
2. Create an open, relaxed environment to create the optimal environment for innovation
3. Place an emphasis on autonomy—employees organically figure out what needs to get done and are challenged to do it free of micromanagement
4. Produce wicked clever branding and PR
5. Keep things fun—both internally and externally
6. Always create from the lens of the consumer

Boiled down, their brand is this: continually push the limits of innovation in a simple and fun way to make the users’ lives more convenient. To users, it’s loud and clear that this company has their best interests in mind.  For example, take Google’s avoidance of pop-up ads. Not only are they annoying, but they run counter to the belief that searching on Google should be fast, simple and straightforward. By keeping the focus on both the user and their brand, Google is better able to deliver an authentic experience.

And the best part? Google’s brand value is not just generated by its utility, but also by its whimsical approach. According to Google, life wasn’t meant to be taken so darn seriously and they are thus committed to raising the bar of what used to be horribly dry technology. Who doesn’t appreciate a Sesame Street themed logo to add some cheer on a dreary day? And that’s an emotional connection worth its brand value’s weight in gold.

-Bianca Abate

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