Marketing News: Tarrystone Consultants : Brand Nourishment : Is your brand being starved by Google and the digital marketing age?

News Release from: MarketingUK
07/02/2010
Tarrystone Consultancy, Tim Arnold, digital marketing,Brand Nourishment

It's time to nourish your brand back to life.

Last year saw the spend online overtake traditional media. And that spend is mainly down to the new kid on the marketing block. He's got bigger and grown faster than anyone could have imagined.

Right before our very eyes.

Although he doesn't own the block (nobody does) he runs it and manipulates it in a ways that are deeply unfathomable yet equally pervasive and comprehensive as any of the bros in The Wire.

That kid is Google, well two kids actually, and the block is Marketing. And if you are reading this we are all marketers and it has to be our concern.

The most read page in the world, sorry, the most seen screen on the planet, is the Google search page.

Did you know that Google denies all brands save one?

It’s time to nourish your brand back to life.

Last year saw the spend online overtake traditional media. And that spend is mainly down to the new kid on the marketing block. He’s got bigger and grown faster than anyone could have imagined.

Right before our very eyes.

Although he doesn’t own the block (nobody does) he runs it and manipulates it in a ways that are deeply unfathomable yet equally pervasive and comprehensive as any of the bros in The Wire.

That kid is Google, well two kids actually, and the block is Marketing. And if you are reading this we are all marketers and it has to be our concern.

The most read page in the world, sorry, the most seen screen on the planet, is the Google search page.

Enabling us to find out what we as both customers and knowledge seekers want in a nano second. Empowering us as a business to show and sell our wares to those who search. Bring our ad to the attention to those for whom it is intended.

At a price, for a cost and, more often than not, with a charge.

The price is a web site, the cost is search engine optimisation and the charge is pay per click. For this is a page of ads- this Google page. Our ads, their page. Their gain too, for Google is now the most dominant media in the world. It got their by being the most effective and cost efficient. Yet Advertising is the most important weapon in the Marketing armoury.

As Marketing developed it grew by Advertising being done by agencies; it built newspapers and launched mass broadcasting. Now it has built Google. But it has grown outside of the marketing loop. Yet Advertising is at the very heart of Marketing for it not only simply stimulates sales it builds brands – if advertising is the heart then brands are the very soul of marketing.

We love brands. We want them. We pay more for them and we buy them more often.

Yet Google denies all brands save one. It starves them of their lifeblood of logo and look restricts tone of voice and crafted positioning by which brands achieve both recognition and difference. The only brand Google allows is its very own. This is now the best known brand in the world, sat loud and proud at the top of every page, the most popular page in history, the most powerful tool in marketing.

Google in effect starves every other brand out inhabiting the marketing nest like the colossus it has so quickly become. Now it is time to fight back to see the cuckoo in our midst for what it is and reassert the brand. It’s time for Brand Nourishment. It’s our block after all.

In the coming weeks this blog will show you how. Watch out for Brand Nourishment.

Tim Arnold of Tarrystone Consultants +44 (0) 7973 435 855 works on brand development with a special emphasis in digital marketing and integrating on and off line activity

web site: www.tarrystone.com