Google, The Software Brand

One of my predictions this year (#2) focused on Google becoming a software brand. To my mind, every interaction with a brand strengthens a consumer's understanding of what the brand means. And with that in mind, this dialog box, which has been popping up every so often on my desktop,…

One of my predictions this year (#2) focused on Google becoming a software brand. To my mind, every interaction with a brand strengthens a consumer’s understanding of what the brand means. And with that in mind, this dialog box, which has been popping up every so often on my desktop, certainly screams “Google is a software brand” to me.

Screen shot 2010-01-19 at 2.04.08 PM.png

In the past, just two other companies have had this kind of a relationship with me: Apple and Microsoft. Whenever those dialogs pop up on my desktop, they’re reminding me “Apple and Microsoft are software brands”. Add Google to the list – and scratch “search, and only search” from its list of brand attributes.

Author: John Battelle

A founder of NewCo (current CEO), sovrn (Chair), Federated Media, Web 2 Summit, The Industry Standard, Wired. Author, investor, board member (Acxiom, Sovrn, NewCo), bike rider, yoga practitioner.

10 thoughts on “Google, The Software Brand”

  1. I think the article has more to do with the fact that Google isen’t recognized as a Software brand AT PRESENT.

    With more and more corporate acquisitions such as Picasa in the past and most recently DoubleClick (Ad Serving Platform), Google may someday offer you its SOFTWARE that you may be entitled to pay for.

  2. I am surprised Google has yet to make the foray into Internet Security / spyware / antivirus software. To me that is a natural for them. I have close personal relationships with Java, and flash pop ups, along with Microsoft pop ups.

  3. Google has always been a software brand, except in the beginning we didn’t really realize that the search engine was just a software extension of cloud computing. It’s just cloud ware, right?

    What’s interesting is how Google has migrated to the desktop with apps like Google Earth and Sketchup.

    Expect more apps from Google in 2010.

    Buddy – http://wordspicturesweb.com/?p=505

Leave a Reply