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Let other marketing executives worry about how consumers perceive their brands. For Google’s Lorraine Twohill, it’s about inviting users to help create hers.
“We’re the only company on the planet that lets others play with our brand,” says Twohill, who was named Google’s vp of global marketing in 2009. “We stand for something that’s very unique and personal with users. There’s a trust there. The users feel like they own our brand.”
Part of that’s due to the ubiquity of Google itself, which has been joined by three key product brands—Android, Chrome, and YouTube—that users can adopt.
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