June 3, 2010 Leave a comment
I have watched in amusement as people have responded to the claims by Google that they will no longer use the Microsoft operating systems because of the alleged security problems with the MS software. There are some painfully obvious elements of genius by Google here that people are simply missing in the hysteria:
- Genius Idea #1: Google is introducing an operating system, Chrome OS, by the end of the year. So of course they need to move their staff to Google products and more specifically, away from the Microsoft products. Given Google is smart enough to not move their entire operations to a new OS on day one, they can get off of MS now to Linux or MAC OS to eliminate the PR ambiguity. In other words, they cut the MS chord without putting all of the their operational chips on the Google OS square. Genius.
- Genius Idea #2: Where is the official statement by Google? Everything I have read had quotes from “one Google employee”. They get the word out, enjoy all of the publicity, and keep their executive team free from any involvement. There are no defamation suits to file and no one at Google for Microsoft to attack in the press. Genius.
- Genius Idea #3: Google’s decision means that any other company that wants to move away from Microsoft no longer has to bear the risk of going first. Google is respected (well, they keep trying to screw that up) technology leader. If they can ditch MS, then so can any other company. Genius.
- Genius Idea #4: They have clearly planted the flag on why organizations will want to look at the Chrome OS – security. It is unlikely that the Chrome OS will have a wealth of differentiating OS features, so Google needed to create a clear reason to make the switch. Declaring (albeit through “one Google employee”) the move is security based and pulling in the Operation Aurora buzz as a catalyzing factor, Google has kick-started the brand for Chrome OS. Genius.
I wear many hats at Triumfant – CMO, product management, product marketing – but when I look at this from a marketing point of view I am really impressed by this move. Google has managed to make multiple strategic moves at near zero costs and no “official” entanglements. They create buzz, establish some brand awareness, and begin the “eat our own dog food” process with some perceptive guerrilla marketing. Genius.
I have long contended that the disclaimer at the end of erectile dysfunction medicine commercials was added not by legal but by marketing. You know, the disclaimer about certain conditions lasting longer than four hours. The marketing person likely said “You really want everyone to remember this commercial? Then put in this disclaimer and everyone will be talking about it.” It worked. Genius.
So today the blogosphere and Twitterverse is buzzing loudly with the Google move. Bravo Google marketing person. Well done. Genius.