What Google is doing, both in its own right and in collaboration with third-party organizations, is truly defining what it is to be an experience brand...a brand which holds up the experiences it creates for its customers and communities above everything else, and which holds true to that commitment in everything it does.
There is an inherent Google-ness in everything it touches...from Gmail to Google Wave to Maps and Earth to the simplicity of its core search interface.
Google is proud of what it does and what it stands for, and unafraid of the simplicity at the heart of its search story (just check out their 2010 Super Bowl spot for evidence of that).
My company, Jack Morton, has just kicked off a year-long discussion about experience brands...what they are, how they work, why they will dominate in the future, and (crucially) how to build them.
Access the new Jack Morton experience brands white paper and the video series from here.