THINK INSIGHTSCharlene Tassinari, Global Brand Strategy LeadCarly Potock, Global Brand Strategist

Brands are valuable because they help simplify and accelerate decision making.

Google Confidential and Proprietary

“Data makes your briefcase heavy...insights make you rich.”

- Niall Fitzgerald, former chairman of Unilever

Data

TO

Insight

Google.com/trends

MarathonRunning ShoesNike Running

4X TRAFFIC

2003 2007 2009 2013 2015

Are branded or generic terms dominating?

How is this interest fluctuating?

How do we compare to our competitors?

Is there unexpected seasonality around keywords?

What is causing changes in search traffic?

“Father’s Day”

CLEAR SLIDEReady to use...

represents me your brand helps define who I am

forgive I still love you no matter what

known for something I know what your brand does/makes

known for something I care about I know your brand stands out

exists I have heard the name

defend I’ll stand by you

Brand Arc

represents me your brand helps define who I am

forgive I still love you no matter what

known for something I know what your brand does/makes

known for something I care about I know your brand stands out

exists I have heard the name

defend I’ll stand by youHow Does Your Brand Stack Up?

24%

36%

19%

4%

18%

Google Confidential and Proprietary

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