The Art of Branding: Google

Effective advertising and branding triggers an emotion, whether it’s warm and fuzzy or raging anger. Either way, it catches the consumer’s attention and they correlate that feeling to the company or organization.

Brand Strategy professor, Sasha Strauss spoke at Google’s “Think with Google 2013” about branding and how it has changed.

There’s no perfect form of branding, but the main idea revolves around feelings.

“Every one of us wants to be loved. That’s the only thing we’re fighting for every single day…the highest order of livings is to give and receive love. If you love [an organization] you will buy from them more often” -Sasha Strauss 

Normally, when you love something you believe in it, but according to Strauss things have changed due to social media.

Company secrets are being revealed and consumers aren’t trusting companies they used to rely on. Now the “new norm” is to question an organization’s motives and the organization’s job is to fill the void.

Google’s “Year of Search 2014” summarizes the year based on the most popular searched topics, but it’s also a play on words because Google is also asking us what are we searching for in life.

In this video Google helps us remember all the things that made us happy, sad, angry and everything in between, throughout the year. It shows major social issues like the missing Malaysia Airlines flight, Ferguson and Ebola.

People were crying tears of joy, laughing and dancing because of pop culture, father/son relationships and just plan old happiness. There was even a voiceover of our president included.

Robin Williams

Google shows tribute to the people who have made an impact on our lives that did not make it to 2015. Then it shows people of all different ethnic and racial backgrounds working together as one for a greater cause.

Throughout the video science and technology is mentioned and how the world has changed and will continue to change. They acknowledge how far we’ve come, but also how much left we have to discover and concur.

Google is a technology company and as I said earlier they are asking what are you in search for? What can Google do for you?

Google managed to make you feel all of this in a matter of 1:32 sec. while branding themselves at the same time. This form of branding is called emotional marketing.

According to entrepreneur Susan Gunelius, there are 10 common emotional triggers:

   1. Fear                 6. Completion

        2. Guilt                7. Instant Gratification

3. Trust                8. Leadership

    4. Value                9. Trend-Setting

5. Time                 10. Belonging

Almost every one of these emotions is displayed in “Year of Search 2014”. This type of branding works because the customer doesn’t feel like a product is being shoved down their throat. They are also making an emotional connection with Google. It makes consumers feel like Google cares about their well being and happiness.

Another way Google maintains this image is by being creative with “Google Doodle”, on the Google homepage.

Every national holiday or appreciation month/day we get on Google and see a cool doodle in its recognition. Sometimes they even and have games.

Well for the past several years Google has used their popular Google Doodles to help children.

Young artist can enter a contest where they submit an original doodle to be displayed on the Google homepage. The winner also receives a $30,000 college scholarship and a $50,000 Google for education technology grant for their school.

The students and teacher that benefit from the technology grant, whatever college the kid attends, and whoever sees the doodle will think that Google is an amazing organization that cares about its youth.

This leaves a lasting impression on consumers which is what branding is all about.

Google isn’t as Diverse as some may have thought

For a long time Google refused to publish its diversity stats because they’re so bad, but then Bock (2014) wrote an article saying Google “realized that they were wrong and it’s hard to address theses kinds of challenges if you’re not prepared to discuss them openly, and with the facts”.

The facts are that the male to female ratio in Google’s overall workforce is 70:30. The percentage of Hispanics, Blacks, people of two or more races, and others combine to only 10 percent of its workers. Asians make up 30 percent of its population while Whites make up 60 percent.

Google Inc

These statistics were also split into three categories: Tech, non-tech, and leadership. The tech and non-tech categories are pretty similar to the overall, but there is a major difference when it comes to leadership. Only 21 percent of women hold a leadership position at Google and 72 percent of the people in leadership are white.

In Google’s defense, many technology companies have trouble recruiting women and minorities because such a small percentage of them pursue degrees in computer science.

One way Google is trying to change this is by creating employee resource groups, like the Asian Googler Network (AGN). ANG is meant to educate Asian Culture and career development through networking, mentorship, and community service.

Google also has the Asian American Google Network (AAGN), which teaches Googlers about Asian American culture.

Another way Google is committed to changing their diversity numbers is by analyzing and evaluating its workers. While doing this, they noticed that women in tech were less likely to self-nominate for promotions. As a result, senior women at Google began to host workshop to encourage women to nominate themselves. The promotion rate for women increased and they are now proportional to men.

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In addition to the promotion findings, Google also realized that many woman who applied for positions either declined after the process or were turned down after the telephone interview.

A lot of the ones that declined were only interviewed with men, and the women that were turned down was because “they didn’t flaunt their achievements, so interviewers judged them unaccomplished.” Now, interviewers report interviewee’s responses in more depth and women who are being considered for the job will meet female Googlers during the hiring process.

Google has a long way to go when it comes to diversity, but the changes they have already made seem to be working. I only mentioned Google working with women and Asians, but they also work with other minority groups, like Hispanics and Blacks.

Women in the Workplace

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Although gender roles in the workplace have evolved tremendously over the years it continues to be a work-in-progress.

In a traditional setting, women stay at home and take care of the house and children, while men are expected to support the family financially.

According to tavaana.org, in 1960 only 38 percent of American women had jobs and out of that 38 percent a large majority were restricted to jobs as teachers, nurses and secretaries.

In the early 1960’s a feminist movement erupted around the same time the Civil Rights Act was being written. Women got fed up with overt inequality in the workplace. Many congressmen laughed when it was suggested that gender discrimination be added to to the act.

This was a big deal because for the women that did work, they were paid less for the same job done by men, and for those who did not were pretty much forced to stay with their husbands because either way they had no legal entitlement to his earnings. If divorced, she would be left with nothing.

In 1972 Stevie Wonder made the song Superwoman, which expressed how many men felt about the movement.

He says “Mary wants to be a superwoman and try to boss the bull around, but does she really think she will get by with a dream…all the things she wants to be she needs to leave behind”.

“Mary” wants to control her life own and many men did not respect that. They thought it was a silly dream for women to work as well as take care of their children.

Now there are laws set in place by the U.S. Equal Employment Opportunity Commission (EEOC) that protect against gender discrimination.

As a result, women are actually utilizing their degrees to not only get jobs, but to also become bosses. It is even more acceptable for women to want to focus on their career instead of making a family, although many manage to do both.

We have come a long way with equality for women in the workplace, but there are still barriers that need to be broken.

Ferro (2015) said, As a woman, it isn’t about the dumb sexist colleague who shoots me down, it’s about whether the other people in the room notice — and care — that it’s happening. It falls on the shoulders of people who may not be personally affected by the outcome of their choices to mentor and eventually promote women into higher roles.

Even in 2015, women continue to get paid less than men. There was an article posted by npr on March 24, 2015, “Even In Nursing, Men Earn More Than Women”. Even in a female dominate field men still manage to make more than women in both hospitals and outpatient settings.

TV anchor, Karl Stefanovic wore the same suit for a year straight to prove sexism is still going strong

Late last year, an Australian TV host did an experiment where we wore the same suit everyday for an entire year to prove that men are criticized more on their work, while women are criticized more on their appearance.

He never receive a complaint about his attire, but his female co-worker constantly got bashed for her unstylish wardrobe.

Although things have gotten better, the battle is still not over.

Bruce Johnson: How to become successful in journalism

Bruce Johnson

Yesterday reporter-anchor Bruce Johnson spoke at Delaware State University’s 20th annual Mass Communications Day to give students tips to being successful in journalism. Johnson stumbled into the media industry by accident. He started as a disk junkie to make money, but somehow got into journalism and it became his lifestyle, without him ever taking a communication or journalism course in his life. Here are some of the things me mentions that are important to know in the media industry.

1. Contacts

What you know is almost as important as who you know. The majority of the time when you get a job it won’t be because you applied, but because you know someone who work there. Having contacts aren’t just convenient when looking for a job. Sharing information can be very valuable. For instance, Johnson was able to find out exclusive information about a certain story because he is a member of Kappa Alpha Psi Fraternity Inc. and Kappas at a different school had detailed information about a topic he was reporting. Other journalists that didn’t have those kinds of connections had the same information as everyone else that was covering that story…which brings me to my next point.

2. Impress

When you’re first starting out in this field it is really important to impress people who are higher up on the scale than you. The goal set yourself a part and get noticed enough for them to learn your name and become interested in your work. The way to do this, according to Johnson, is by doing things other people don’t want to do. Bruce Johnson, a black male, interviewed a member of the KKK. That definitely turned heads and got him noticed.

3. Race Sells

Race is a touchy subject, but no matter what it will always sell because it often comes with drama. The media loves drama. Johnson compared news coverage (about race and just in general) to theatre. The reporter will often walk in front some type of destructive scene and will sometimes use props so make a situation seem worse than it may actually be.

4. Trust

If someone can’t trust that the information you are dishing out is true then they won’t follow your work. You’re not credible and therefore useless. The best thing to do is give the information that you know is true, instead of the most scandalous, because there are only but so many chances you will get to hand out false information before you lose your job.

Johnson’s final advice was to “know what’s going on in the world and pick your spot” Taking full advantage of every opportunity will make you the most successful person in any industry.

What does it take to have an on-air career

At Delaware State University’s Mass Communications Day,   Kelle’ Avent, Belynda Cleare, Germar Gardner, Sharita Petersen, Geronimo Vaniccolo, Kenneth Briscoe and Matt Horace discussed what it takes to have a successful on-air career in TV, radio, film, and music.

The panelist for Mass Communications Day

All the panelists agreed that passion is the number one thing needed to succeed in anything, but musician, Geronimo Vaniccolo seemed to feel more emotional about passion than anyone else. He said the only reason we can see is because we are in the presence of light. He explained how we are all stars, which kind of had a double meaning. He are the stars in the sky that reflects its light off us, and we are stars with a talent that needs to be shared. Vaniccolo’s nickname of the day was “Mr. Passion”.

Another thing that is needed to being successful in this area is being mobile. Sharita Petersen had an assistant at BET, but she knew that’s not where she wanted stay. She applied for a job she really wanted in a different state and they told her they needed someone local, so she told them she was. Petersen’s assistant moved to the location of the job and that’s where she currently works. In this career you have to be flexible and willing to put everything on the line.

Germar Gardner (left) and Sharita Petersen (right) at discussing strategies to succeed in media

The Panelists also discussed some of the troubles they ran into for instance, doing things they didn’t believe in, realizing college did not prepare them for everything and depression.

like many have said, college allows people to know that you are teachable not that you have the skill set and that’s what a lot of them realized when they graduated.

Some of them did everything their professors told them to do when they were in school, like get multiple internships and they still didn’t get a job until 7 months to a year after being in the “real world”. This caused depression for many of them. Nothing is guaranteed, but that’s where passion and mobility comes into play. If you want it bad enough you’ll get it.

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Google’s Social Activism

A non-violence strategy was used during the Civil Rights Movement which led to lasting effects on Mississippi and the south.

Not everyone agreed with Dr. King’s approach, but in the end many respected him for it.

There was news coverage showing african american’s being sprayed with water hoses and the aftermath of bombings. This was a huge eye opener to people all over the world, including whites.

Both blacks and whites participated in the non- violent marches such as Bloody Sunday and the March on Washington. There were no arrests during the March on Washington.

March on Washington

Bloody Sunday

Social issuses will always be a problem, but the best thing anyone can do is make people aware of what’s going on and do what you can to help.

Companies like Google are always trying to help in the commpunity.

Since Google was founded, they have been “firmly committed to active philanthropy and to addressing the global challenges of climate change, education and poverty alleviation”.

They have a nationwide competition, called Google China Social Innovation Cup for College Students, that encourages China’s youth to get involved in social change.

The students that participate earn scholarships for Google, as well as mentorship and funding.

The first competiton was in 2008 and continues to grow every year.

 

Justine Sacco: Racist tweet goes viral in minutes

Justine Sacco, a senior director of corporate communicatons at IAC, tweeted three relatively racist tweets which changed her life forever.

The last of the tweets read, “Going to Africa. Hope I don’t get AIDS. Just kidding. I’m White!” and then she boarded her flight from New York to South Africa.

According to the New York Times, while Sacco was sleeping on her 11 hour flight to Cape Town, Twitter blew up and Justine Sacco became a trending topic with the hashtag #HasJustineLandedYet.

You would think that a person with a job in PR would know not to post such racist content, even if she is how she actually feels, but according to an article in the Daily Mail, Justine says it was a joke and there’s not possible way anyone took what she said literally.

Sacco lost her job and was publicly shamed. She also had to leave twitter due to death threats.

This is why diversity is so important in every work place.

Even a huge company like Google struggles with its diveristy initiatives.

According to Google, “Having a diversity of perspectives leads to better decision-making, more relevant products, and makes work a whole lot more interesting”.

Google workers are 70 percent male and only 30 percent female and 61 percent of Googlers are white and black, hispanic, and biracial people take up less than 10 percent combined.

In order to change these numbers, Google is making this information public to attract a more diverse group.

Coke’s commercial from the 70s is relevant today (CSR)

This Coke ad was made in the 70’s, but its message is still something that it relays to its consumers today.

In this commercial there are people of all different races, genders and ethnicities singing, “I’d like to teach the world to sing”. Coca-Cola was trying to tell us that its products aren’t meant for a certain type a person. It appeals to everyone and does not discriminate against anyone.

Part of the lyrics says, “I’d like to see the world for once all standing hand and hand and hear them echo through the hills for peace throughout the land”.

Coke essentially wants world peace and since this ad was made in the 70s, around the time if the Vietnam war, it’s pretty safe to say it was publicly anti-war.

Companies, now more than ever, have a responsibly to maintain knowledge and support social issues. According to Forbes, Corporate Social Responsibility is the “new norm”.

Corporate social responsibilities (CSR) includes, but are definitely not limited to the environment, human rights and education.

Some of the CSRs Google focuses on is education, poverty and HIV education. It also focuses on the environment and has a renewable energy committee

It also donated over 164 used desktops and some computer accessories for “Green Computer Action for Poverty Alleviation”. This is just some of the many things Google has done and continues to do for social causes.

The Civil Rights Movement was Successful because of its Strategies and Tactics

The Civil Rights Movement of 1965 was a success because the leaders didn’t only have a strategic plan for what they wanted, but they also had tactics. Strategies and tactics work hand and hand and without one there  is a greater chance of being unsuccessful. It changes the whole outcome of a situation and how people view you as well as your goals.

Sit-in at lunch counters

Strategies answer WHAT goals you want to accomplish, while tactics answer HOW you’re going to accomplish them. The main goal in the Selma Civil Rights Struggle was for black Americans to be able to vote. Although they could legally  vote, their were restrictions, like voter voucher laws and ridiculous qualification tests that prevented them from even registering.

Some of the strategies used in Selma include:

1. Establishing federal protocol for the right to vote

2. Negotiating with President Lyndon B. Johnson

3. Raising white awareness

4. Disturbing the peace

5. Mass media

When Martin Luther King Jr., SCLC and other civil rights organizations decided that this is WHAT they were going to do to accomplish their goal, they then had to figure out their tactics. HOW they were going to do it.

durhamcountylibrary.org

Some of the tactics used were:

1. non-violent marches and protests

2. Training for the marches

3. Publicly inviting everyone, including whites, to protest

4. Televising police brutality against blacks

5. Being persistent

Theses are just some of the many strategies and tactics that led to the passing of the Voting Rights Act of 1965. Unfortunately, even in 2015 we continue to have some of the problems that occurred during the Civil Rights Movement, such as voter suppression and police brutality. The problem with the “Hands Up Don’t Shoot” Movement today, is that they have a lot of tactics, but no strategy and no legitimate plan to how they are going to get what they want. Activists today should analyze some of the things done in the past and find ways to effectively get what they want.

What Is Organizational Culture?

It’s very important for every organization to have great organizational culture. Organizational culture is an organizations intensions vs its actions.

The people within the org have to make sure they are doing what they say they’re going to do.

Delaware State University’s culture includes:

• Community– DSU has a variety of honors program, student organizations and learning communities that allow like-minded students to grow together. One of the many learning communities offered is for incoming freshmen to help the transition from high school to college.

• Integrity– They say “honesty is the best policy”. If a student is caught cheating, it may result in a failing grade for the assignment and/or the course.

• Diversity– Although Del State is an Historically Black College/University (HBCU), it has no problem with diversity. Its has over 250 international students and its student body is, racially, pretty similar to the national average, according to collegefactual.com.

• Scholarship– DSU offers scholarships to many of its students. A few scholarships include students who are from Delaware, as well as for out-of-state students and returning students.

• Outreach– The DSU Inspired Day of Service is just one example of how Delaware State University reaches out to the community.

These are its core values.

Another example of an organization’s culture is the shoe brand Toms

Toms: one for one

TOMS’ moto is “With every purchase TOMS helps a person in need. One for one”

In 2006, founder, Blake Mycoskie began his one for one, meaning  whenever someone bought a pair of TOMS shoes, his company would give a pair of shoes to a person in need of some.

It started off with just shoes, but now the company also does this with their eyewear to help visually impaired individuals and their coffee to help supply 6 different countries with water.