What would Google look like if you removed all the brands? Let’s just say it would not be a pretty picture. You’d have a lot of blogs or “one-guy-in-a-garage” companies purporting to answer your questions and solve your problems – a “cesspool,” as Eric Schmidt once called it. Google does not necessarily favor brands in its search results but it does focus on trust, authority, reputation, and quality when deciding what websites to rank in what order. These attributes, of course, are typically the domain of brands. The key for marketers is to know what questions your brand(s) can be the answer to and make sure your product or service speaks for itself. Shift your acquisition and retention messaging from “advertising” to “service offering.” Chapter 11: Brands can be Answers QUOTABLE: “ Google has greater potential value as a marketing partner when it is the connective tissue between people and things they emotionally care about.” – Jack Myers, Founder and Media Economist, M.E.D.I.Advisory Group GET GOOGLEY: Quick, your CFO’s coming. You’d better have answers.