Phil Miles from Google, Using Google Search as a Brand Communication Tool
Notes from the presentation. Likely to be scratchy.
The Internet allows consumers to express their views of a brand thereby helping create that brand. Search or a brand name on Google and the results provide what the brand is saying and what commentary there is about the brand.
So there 8 ways to build a brand via Google.
- Search and Purchase Funnel
- Test Strategy
- Amplify Other Media
- Creative Development
- Owning Brand Territory
- Crisis Management
- Engage Emotionally
- Creating Communities
That’s probably not much use to you but it was a fascinating presentation