Phil Miles from Google, Using Google Search as a Brand Communication Tool

Posted on October 4, 2007 by Simon Wharton

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

Written By Simon Wharton

Simon Wharton

Simon is passionate about everything digital and regularly shares his findings via Twitter – priding himself on being the 19th (Now 6th!!!) most influential tweeter in Manchester! Having sat for many years on the Manchester Digital board he has positioned himself as one of the leading authorities for Online Marketing in the North West.

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