Google’s Cultural Branding

google-gender-transition-hed-2015

Via your classmate Mathuri, an ad for Google My Business, a sub-brand which supplies tools for small businesses. It’s a story of a transgender man and the gym that made him feel comfortable during his transition. Told by Google, known for its unapologetic support for LGBT issues, it features a current topic (with transitions such as Caitlyn Jenner’s in the news) and was launched during Pride month.

Is Google being relevant, or riding a trend? Does an ad like this provide emotional resonance to a brand known for data, or does it smack of opportunism – what do you think?

http://www.adweek.com/adfreak/google-just-made-one-most-compelling-ads-yet-about-gender-transition-165368

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7 thoughts on “Google’s Cultural Branding

  1. Shelby Sher

    I think that Google is being relevant and not riding on a trend. I do agree that Caitllyn Jenner has created a lot of attention on the topic of LGBT, but in my opinion, the sharing of these stories is something that is very important and something that really speaks to those that can identify with it. The transition is something that is very hard so I think that Google is just showing support to this community and not trying to feed of a trend.

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  2. ellenbasler

    I think Google is being relevant. Yes, they are using a story about someone who is transgender which seems to be the topic of late but I do not think that they are riding a trend. Google is promoting itself and Google My Business in this transition story but that does not mean it is not emotional. I think that these stories are important to share as society is becoming more open and big brands who can use them are creating awareness of the need for equality for everyone. I do not think they’re feeding a trend because these issues are not a trend, they’re some people’s life that have been not talked about for too long and Google brand strength allows them to talk about it.

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  3. thivyasiva

    I think Google is just being relevent. They have always shown their support for the LGBT community so its not surprising that they do this. It does help create that emotional connection you want to establish with your customers because even if you dont belong to this community you feel that Google is going out of their way to show their support. It wasnt always the trend to be supportive and they rode out those times so its good that they are getting attention now. Caitlyn Jenner is her own way has contributed to making this a “trend” but like mentioned above, have human rights and everyone being treated as an equal is not a trend, its the future so at the end of the day Google shows their support, builds their relationship even further with their customers and shine some light on this important topic.

    Reply
  4. thivyasiva

    I think Google is just being relevent. They have always shown their support for the LGBT community so its not surprising that they do this. It does help create that emotional connection you want to establish with your customers because even if you dont belong to this community you feel that Google is going out of their way to show their support. It wasnt always the trend to be supportive and they rode out those times so its good that they are getting attention now. Caitlyn Jenner in her own way has contributed to making this a “trend” but like mentioned above, having human rights and everyone being treated as an equal is not a trend, its the future so at the end of the day Google shows their support, builds their relationship even further with their customers and they shine some light on this important topic.

    Reply
  5. Magdalena Szlezak

    In my opinion, Google is a leader in their commitment to the LGBT community and with the recent media attention on Caitlyn Jenner, it gives Google good timing and an appropriate context to further show their support for the cause. I don’t think they’re riding on a trend rather than taking advantage of an opportunity to further reach out to individuals and show they are more then just a tech company – they care about the people behind the technology. I do agree that Google is still a company trying to make money and that their YouTube and Google My Business promotions throughout the video are inevitable. In the end, Google elicits an emotional response from viewers while remaining relevant in today’s culture and it works.

    Reply
  6. shirinirani123

    What Google did is relevant to social issues currently being brought to attention by media. A lot of attention has been brought to the LGBT community recently, which Google used to emotionally appeal to its users. By showing a real story, viewers can see that Google services are used in everyday life, promoting its convenience and user-friendliness. It showed their users that they’re understanding and support the LGBT community. KUDOS to Google for doing that and being relevant while showing in the commercial that Google’s services can be applied to any situation [i.e. the trainer putting up pics on google+ from the gym]. As a result, Google is not just riding a trend, their showing the relevance of Google’s function and services via the social movement.

    Reply
  7. AmyOriental

    Google is so powerful nowadays. LGBT topic definitely cannot avoid Google. It is relevant to hot searches in society. Google is still very objective and unbiased to present. There is not just riding a trend, but also showed the wide spread effect of social media. For the contents, individual has human rights to comment or express themselves. There is no ethical issues I think, as long as they are not anti-society. They need equally accepted by the public.

    Reply

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