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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.

Google

So there 8 ways to build a brand via Google.

  1. Search and Purchase Funnel
  2. Test Strategy
  3. Amplify Other Media
  4. Creative Development
  5. Owning Brand Territory
  6. Crisis Management
  7. Engage Emotionally
  8. Creating Communities

That’s probably not much use to you but it was a fascinating presentation

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