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Google Confidential and Proprietary

The Power of Brands in a Digital World

Google Confidential and Proprietary

http://youtube.com/v/PljbzaUlA8o

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Google Confidential and Proprietary

Google Confidential and ProprietaryGoogle Confidential and Proprietary

We check our phones

150xper day

Source: KPCB, 2013; Google / IPSOS, 2014

Google Confidential and Proprietary

1 foot

across the room

in the other room

2 feet

3 feet

Source: Google / IPSOS, 2015

The traditional marketer’s toolkit

Content as a bridge to consideration

Perception

Time

represents me

forgive

known for something

known for something I care about

exists

defend Brand Arc

Awareness

Affinity

Amplification

EDUCATE

ENTERTAIN

INSPIRE

EDUCATE

http://youtube.com/v/8g8p1EKPuKM

ENTERTAIN

Volvo

INSPIRE

http://youtube.com/v/1SwFso7NeuA

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