When Content Marketing Becomes Your Brand – Google Play

If you are a platform, the content you serve is your brand strength. A long time ago Apple had an app for everything, but now everyone has the right apps, on multiple operating systems.  What is the new point of differentiation?  After all, app stores and phones are really about the apps – nothing else matters.  Content is king – again.

Google’s new “Play Your Heart Out Ad” is amazing.  The brand transference from each artist and app to Google’s logo was very smart, and the music helps seal this campaign away from early adaptors to their new mainstream audience.  Its Hip. It’s a big move away from their past ads showing power and processing speed, which really never resonated with me.  This campaign shows variety, and also instantly establishes credibility – you’ll note that barely any of the app logos need to have titles.  They are very recognizable. And now I associate them with the Android Ecosystem. Even as a apple user, I am very aware now that everything I could want is on Android.  And I might be willing to consider a Galaxy when my contract runs out.  I can see myself using these apps and thus using Android.  Goal achieved.

Its interesting that Google has moved further into Content, where Apple has moved into user stories and hardware lately.  What makes your brand stand out? How do you tell you story?

ps. I am impressed that this song was released in 2007 !  Way to be progressive Ed Banger Records & Busy P. 

There is one other thing that really stands out here.  When people typically talk about branding, we are taught to think in specific colors, fonts, and identity guidelines.   In a media rich ecosystem that we live in today, consumers are open to seeing a brand evolve.  Note in this add that their are barely any taglines, or key colors. The brand changes with each piece of content. A brand identity that is flexible and open. A brand that can become anything the user wants.  Quite literally, a brand becomes the very content it helps host.

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