Sponsor, surprise, advertise: Google's key strategies for positive brand image

This report, from the 2010 ANA Masters of Marketing conference, provides insights on Google's advertising strategy.

Sponsor, surprise, advertise: Google's key strategies for positive brand image

Geoffrey PrecourtWarc

With one exception, Google has never advertised. Its product (and its service) has become the glue to a digital economy. And its ability to extend itself with a regular parade of tweaks and wrinkles keeps Google fresh, smart, and lively before a global audience.

But the quality of its offerings doesn't mean the that Google has ignored the imperative of building its brand. And, as Jim Lecinski, managing director/U.S. Sales, told an opening-day audience at the 2010 Association of National Advertisers (ANA) Masters of Marketing audience, five...

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