The Idea Blog

Great piece in today’s WSJ on branding in the Google age. It’s fascinating, but rings true. Here’s the gist:

“On today’s Web, everything begins with Google — and that’s driving a sea change in how brands are built and succeed. While brands remain vital online, the old top-down model of building them (think of a new magazine launch) is increasingly irrelevant to the Web. Instead, Google’s dominance allows and even encourages brands to be built from the bottom up, with their overall identity far less important than the little slices of themselves returned by Web searches and their position in search rankings.”