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How an enabling brand works

I missed this when it came out late last year, but this three-minute animated promo from Google shows an enabling brand at work. Simple, direct and effortless, as brands must be.

You don’t go to college. You go to Google.

The real trick in creating customers, as this animation charmingly shows, is to let customers create themselves—through the brand. Students go off to college, but they live, socialize and study inside Google. Thus: you don’t go to college; you go to Google.

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This entry was posted on Friday, September 8th, 2006 at 6:15 am and is filed under Creating Customers. You can follow any responses to this entry through the RSS 2.0 feed. Both comments and pings are currently closed.

One Response to “How an enabling brand works”

  1. Brands Create Customers » Blog Archive » Birth of a brand operating system Says:
    October 26th, 2006 at 4:28 am

    [...] Google has been working in this vein for a while, especially with functional suites like Google University, a good step toward an enabling brand. [...]