Search Me Taylor, Neil. Search Term Paper

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Its success might be called an 'anti-marketing' campaign given that it was done without careful marketing segmentation -- it was marketed to all consumers, with a unified image. Although it does not fit the conventional definitions of either service or product design, and in many ways seems to exist in undefined virtual space, it still possesses a loyal core of users.

The goal of every branding campaign, Taylor suggests, is to create a clear brand image. The simpler the object, like a soda, a hamburger, or a search engine, and the greater the number of competitors or substitutes, the clearer a product's image must be in the mind of the consumer. Clutter and added amenities do not necessarily add to the perceived, unique value of the product. Make sure that the product delivers on its promises.

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Because Google has done all of these things, it is hard to imagine a world without Google, although Google's success in other forums, such as its association with eBay and its free Gmail services seem less secure than its status as a search engine. It also may be that many companies cannot use Google as an exact template for development -- like many products, from Coke to McDonald's to Post-Its, the ability to be the first brand and to be one of the first companies to offer a product or service also secures a branding advantage in and of itself. But Google's ethics as a company, its clarity, and the faith of its founders that was able to be translated into an image and a reputation provides a lesson to all marketers......

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