Seriously, Google?

In this week’s newsletter, we’re not just talking about technology. I wanted to also talk about marketing, specifically around branding.

Let’s get into it. What would be the words which you would think of when I mentioned the word Google to you?

Would it be:

- search engine

- cloud computing

- innovation

- security

- Android phone

Or maybe something else?

Let's say you want to download Google's Chrome browser. You can read the following: Security that you never have to think about.

Alternatively, you want to buy an Android based phone and while doing your research, you read this: A robust security model is essential to enable a vigorous ecosystem of apps and devices built on and around the Android platform and supported by cloud services. As a result, through its entire development lifecycle, Android has been subject to a rigorous security program.

Or perhaps, you decided to use Google cloud because you read about Google's security governance: We work to earn your trust through transparency. We state and adhere to a concrete set of trust principles that govern our approach to security.

Life is so secure and transparent with Google.

That is, until you read the following headline: Google must face shareholder lawsuit claiming it hid security risks.

The lawsuit, led by the state of Rhode Island, followed an October 2018 Wall Street Journal article that said Google concealed the exposure of private data for nearly 500,000 Google+ users because it feared regulatory scrutiny and reputational harm.

To give you an idea of the significance of this, it might be.on the scale of the Volkswagen emissions scandal that haunted the company for years. In that case, it faked emissions tests results - and  it’s still recovering from the lawsuits and reputational damage from their executives’ lies.

Companies can’t just lie because they don’t want to deal with the consequences.

But then you read this headline: Google adds encrypted messaging to its Android app. It is 2021 and Google bragging about security feels so empty. It's like learning that Volvo doesn't have an airbag installed in their cars. Having secured end-to-end communication is something which you would have expected as a default for the longest time.

When you are growing and building your company, make sure that you have well defined your brand promise and align all activities with it. Don't worry if you miss something. Your customers will remind you quickly about that.

How? They will either complain about  it or find another vendor, which knows how to do the thing they are asking for. And that's the recurrent pattern.