The Brand, Business, and Culture of Google
May 13, 2009 ‐ 0 comments

Google-Logo-3

A recent New York Times article explores the role of research in Google’s (GOOG) design decision-making process. But what we find most interesting about this story has nothing to do with design.

It has to do with the roots of Google’s culture – roots that go beyond the quirky perks that usually get so much press. (Or at least they did before snack service was cut back in the Chelsea office)

When it comes to Google, some might think of search, some might think of advertising, some might think of algorithms, and those in a particularly grandiose mood might think of the democratization of knowledge. But at a high level, let’s agree that Google’s brand has a lot to do with data.

This article illustrates the symbiotic and symmetrical relationships among Google’s brand, its business, and its culture. The brand is about data, business processes are driven by data, and people (like Mr. Bowman) who question the almighty datum are free to self-select out.

We’re not recommending Google never change, though things seem to have worked well so far. But we urge all organizations to strive for the same unity of brand, business, and culture. It isn't easy, and it might not make your share price hit $714.87, but it will help you solidify your brand, align organizational performance, and drive long-term operational and financial results.

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