Google branding

I Google, you Google, we Google: Own your brand success

Google branding

I am often asked how I come up with my article topics. My answer is usually: “They just come to me.” This weekend this article came to me while desperately trying to find a Starbucks in between my daughter’s soccer games. After five minutes of driving the main boulevard with no sign of my favorite siren my daughter said, “Don’t worry Dad. I’ll Google it.” Sixty seconds later: problem solved.

As an entrepreneur and a writer of “all things entrepreneur” I am constantly looking at the successes and failures of businesses. I do this to both implement it in my ventures as well as to share it with the world.

There are no guarantees in business. Success comes through the culmination of many moving parts that come together and result in an outcome where the sum is greater than its parts. Notwithstanding the absence of a secret sauce for success there are definitely some strategies that come close to acting as silver bullets. One such strategy is turning the brand into a verb.

I noted above how my daughter saved my morning when she volunteered to “Google” the closest Starbucks. She didn’t “search” for Starbucks. She “Googled” Starbucks. I don’t even think she used Google to find the location. But she has come to think of the act of searching as Googling. That is what I call the closest thing to a silver bullet in the world of entrepreneurship.

Richard Laermer, in his book Full Frontal PR, asserts that the coining of a phrase is a great way to start people talking about your product. In Google’s case, the brand name (Google) replaced the act of searching for something on the Internet. Yahoo!, AltaVista, Hotbot and Ask Jeeves all preceded Google by years. Yet it was Google that became the 800 pound gorilla. Was that the result of better technology, smarter management or a cooler logo? I say not.

Google’s ability to own the verb used to describe the act of searching for something made it the king of the search engines and strongly contributed to its staying power in the evolving search space. Think about it. How many times has someone asked you to Google something. How many of those times did the person want you to specifically use Google and not another search engine? Brilliant!

“If you do it right, your name will be the first one that leaps to mind when consumers think,” Laermer states. “This is not an overnight effort, but the effects can be powerful, and they can last a lifetime.” Just ask Google!

Someone who gets the power translating the brand to a verb is Boldface CEO Randy Fenton. “While we are not a tech company like Google, YouTube or Facebook, we are involved in producing and delivering innovative products. As the world’s only maker of on-demand customized backpacks there does not yet exist a well-recognized understanding or vocabulary for what Boldface does. So the timing is ripe for us to take ownership of that process.”

Fenton uses the phrase “I’m gonna Boldface that” and the corresponding hashtag “#ImGonnaBoldfaceThat” to establish Boldface as the verb describing the process of creating customized on-demand apparel.

“Our product is unique and our process highly innovative. Regardless, we know that competition will always be brutal – no matter how awesome our backpacks are when compared to the competition. So having Boldface become synonymous with producing customized on-demand products will ensure our long term success,” said Fenton.

Laermer encourages entrepreneurs attempting to “own” the verb to use the word as a verb replacement everywhere possible. “When you’re trying to drive buzz about your product in this way, you have to use the new word whenever you can, in conversation and in writing, to get people truly to start using it and to make it stick in the collective memory.”

Good luck. And if you have any comments or questions about turning your brand into a verb you can post them below. Or you can always Google it!



Eliana Murillo at Hispanicize Week 2013

Eliana Murillo keynote speaker at 5th Annual Hispanic Business Expo MCRCC

Eliana Murillo at Hispanicize Week 2013

Eliana Murillo at Hispanicize Week 2013

Eliana Murillo, head of multicultural marketing at Google, Inc., will be the keynote speaker at the Middlesex County Regional Chamber of Commerce (MCRCC) 5th Annual Hispanic Business Expo – Feria de Negocios Hispanos del Centro de Nueva Jersey. The Expo will take place on Tuesday, July 21 from 4 p.m. to 8 p.m. at the Pines Manor, 2085 Lincoln Highway (Route 27 South) in Edison, NJ.

“We are extremely pleased that Eliana has accepted our invitation to address this year’s Hispanic Business Expo, especially because this is our fifth year organizing this event, which has grown year after year,” said Luis O De La Hoz, Chair of the Hispanic Business Council at the MCRCC. “Eliana brings her experience at Google in cross-product strategy and diversity program development designed to attract and support multicultural users and business owners,” he said.

Eliana Murillo (center) with friends Luis O De la Hoz (MCRCC), Tayde Aburto, (HECC), Carlos Medina (SHCCNJ), Frank Garcia (NYSCHC) and Reina Valenzuela.

Eliana Murillo (center) with friends Luis O De la Hoz (MCRCC), Tayde Aburto, (HECC), Carlos Medina (SHCCNJ), Frank Garcia (NYSCHC) and Reina Valenzuela.

Eliana has been very active in creating technology-based programs that support entrepreneurship, education, and civic responsibility. She started as an intern and scale her way up as a Diversity Business Development analyst, in which role she saw the need to create strategies to engage diverse small businesses.

A Harvard graduate, where she obtained a Bachelors in Sociology and Economics, she was well-known for her active participation in founding the Latino Business Connection at the Ivy League institution, and the initiator of the Latina Empowerment and Development Conference (LEAD). She also studied international business at the University of Nicosia in Cyprus.

Originally from Oxnard, California, she has been featured in several publications such as Fast Company, Fortune, CNN Money, Latina Magazine, Latin Trends, American Latino Magazine and has been awarded profusely by Poder 360° as 20 under 40 Latinos Going Places in 2013 and LatinTrends 2013 Trendsetter. Also, she was recognized in the “Top 10 More Must Follow Prolific Latinos” list on Twitter in 2012 by VistaHispano.

Don’t miss this great opportunity to meet Eliana! Please register for this FREE event.