Google's Surprise Success

Paper Summary:

The paper examines the book "Search Me: The Surprise Success of Google" where author Neil Taylor focuses on Google's rise to supremacy and its ability to circumvent the negative associations attached to many branded companies. The paper explains how Taylor credits Google's ethics as a company, its clear brand image and its offer of a superior product.

From the Paper:

"'I'll have a Coke, please,' people say when they really mean a soda--even if the store's sign only reads 'Pepsi.' People talk about Hoovering up a living room, or a family dinner, rather than vacuuming up a rug or eating everything on their plate. McDonald's is no longer just the name of a hamburger chain. It is also a verb, as the McDonalization of America has come to connote the standardization of certain goods and services. Even the term 'Supersizing,' as in the supersizing of the American waistline, is testimony to the power of the McDonald's fast food chain to affect our language. These are all examples of effective branding--the brand has penetrated the mind and the vocabulary of the consumer, and become a part of the national consciousness and unconsciousness."

Sample of Sources Used:

• Taylor, Neil. Search Me: The Surprise Success of Google. Cyan Books, 2006.

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