Technology Products Becoming Brands

Before the Internet, a brand was something you would trust and identify with. You’d have expectations about the quality and possibly put more value (that value might be monetary or emotional) into your relationship with the brand.

Today we have the same relationships with our brands, but some of the products they represent are intangible technology. Google is undoubtedly the prime example of this relationship. Much as you might ask for a Kleenex rather than a tissue, you will Google rather than search.

I’ve begun to question the reasons for my relationship with products like Google. Do I use Google for search, email, website tracking, RSS and my calendar because I believe the technology is the best or because  I want to conform?

I’ve been in meetings with other web-savvy types in the company I work for (in advertising) and when we talk of group calendars, SEO techniques,  IM solutions and such; Google is the solution. I have to admit it’s frustrating when people stick to what they think they know because the technology lives under a familiar brand. There’s lots of fantastic technology out there made by a vast community of talented and creative people. We should be trying to discover what we don’t know rather than stick to the beaten path.

To me, branded technology indicates an expected standard, not cutting edge innovation.