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Google’s Holiday Logo replacement Strategy, Something every small business should avoid!!

The Official Google LOGO

The Official Google LOGO

Holiday Logos are a part of Google’s initiative for commemorating events and holidays. The company designs various different faces of their Logo to honour the events or holidays and replaces them against their official LOGO on their homepage (Click here to see all the Holiday Logos Google has used till date). Sounds creative … eh? Yes, it obviously does. So should you employ such strategies?? … Definitely NOPE!!

Why?? Simply because Google sports a $100 million dollar Brand Value! Last year Millward Brown Optimor released its report on the world’s top 100 brands which featured Google at the top valuating its brand value at $ 100,039 million. It has also been fast converting into a generic brand. Many a times we refer to the term ‘search’ as ‘Google’ when we say, “hey, let’s Google it.”  Google is arguably the best known brand in the world and so is its official Logo. Therefore, when it messes around with the appearance of its Logo, only a small percentage of its consumers fail to recognize its appearance.

I recall a short meeting with a client, about 9 to 10 odd months ago in Sydney. We were in a middle of a discussion when I searched for a term on Google and some strange logo popped up on the homepage. This client of mine was so confused about the originality of the Google.com homepage that I had to give in to his request and get my laptop out and to boot only so that he was convinced that his notebook was safe from any misdoings. Not even the http://www.google.com URL on the browser would convince him.

But why would Google do it if were to harm even the slightest percentage of its users? Well I think this logo replacement strategy does more good to Google than bad. I reckon it’s a creative strategy to send across the message of Google being a socially responsible brand. Honouring holidays and events, can appeal to people who religiously follow them. It sends across a personal attachment message to the followers of such events and holidays, who end up convinced that Google is for them. I am sure there may be more than one reason for this temporary Logo replacement Strategy.

Such strategy works well for Google because it caters to an exceptionally huge audience which belong to and follow various religions, nationalities and cultures. Every new logo appeals to a huge set of its users on personal grounds. With small businesses though the overall number of serving consumers is considerably lower and temporarily replacing logo with a customized theme of the LOGO may appeal to a tiny set of users, thereby making it illogical to many and potentially risky strategy for the Brand Name. It must also be noted that the Brand Awareness of a small scale company is not very strong which enhances the risk of possibly leading to misunderstanding or miscommunication to a consumer.

We’d like to know what you think about this?

One Response to Google’s Holiday Logo replacement Strategy, Something every small business should avoid!!

  1. Pingback: BRAND SYMPOSIUM - ManagementParadise.com : Your Gateway to Online MBA Degree Program. Management Students Forum for MBA,BMS, MMS, BMM, BBA, students and aspirants.

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