THINK INSIGHTSCharlene Tassinari, Global Brand Strategy LeadCarly Potock, Global Brand Strategist
Brands are valuable because they help simplify and accelerate decision making.
Google Confidential and Proprietary
“Data makes your briefcase heavy...insights make you rich.”
- Niall Fitzgerald, former chairman of Unilever
Data
TO
Insight
Google.com/trends
MarathonRunning ShoesNike Running
4X TRAFFIC
2003 2007 2009 2013 2015
Are branded or generic terms dominating?
How is this interest fluctuating?
How do we compare to our competitors?
Is there unexpected seasonality around keywords?
What is causing changes in search traffic?
“Father’s Day”
CLEAR SLIDEReady to use...
represents me your brand helps define who I am
forgive I still love you no matter what
known for something I know what your brand does/makes
known for something I care about I know your brand stands out
exists I have heard the name
defend I’ll stand by you
Brand Arc
represents me your brand helps define who I am
forgive I still love you no matter what
known for something I know what your brand does/makes
known for something I care about I know your brand stands out
exists I have heard the name
defend I’ll stand by youHow Does Your Brand Stack Up?
24%
36%
19%
4%
18%
Google Confidential and Proprietary
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g.co/consumersurveys