Connection: Google needs clarity in battle of the brands

Looking for a place in the sun in the competitive world of information technology, companies are seeking alternative ways of growing their businesses, and are developing new services.

In this information- and content-driven age, giants in the field — such as Google, Apple and others — are actively trying to serve as middlemen between content providers and end-users. Last week Google launched a service for publishers and content producers that facilitates the sale of digital versions of newspapers and magazines. The launch came a day after Apple announced a plan for media subscriptions, sold through its App Store.

Google says its new service, the One Pass, allows publishers to sell content that consumers can see on websites or applications specially designed for smartphones and tablets. The company blog said content can be charged in various ways, including subscriptions and pay-per-sale. According to Google, the new service is easy to implement and manage in a simple online interface.

Google's One Pass is available for publishers in Canada, France, Germany, Italy, Spain, the UK and the US. The official Google blog also invited interested publishers to join the service and extend the plan in countries where it is not currently available.

With the huge amount of information available to users, most people naturally prefer free content. However, where there is a need to charge for content, a system to centralise payments at only one service or website can be a good option and becomes even more appealing if linked to a trusted brand — such as Google — for those who are still afraid of using credit cards online.

Google's official website is simple and clean, mainly because of the need to maintain fast access for a variety of browsers and connections worldwide. This means much of Google's content and features are not immediately visible to a reader.

Many facets

Whereas Apple and Facebook have a clear and distinct image, and a set of feelings associated with their brands — such as innovation, cool, modern, etc. — when we think of Google, its brand image is, at least for me, not clear. Is it a search engine? Is it a media or a software company?

This is not to say that Google needs to do any brand-building. But it does need to be clear about what it is. It needs to have a clear direction and an essence of the Google brand in the middle of all the clutter out there.

Google can be everything, but how does it say that to the public and get its message across to engage users?

In an article for Business Insider, John Battelle, CEO of Federated Media, when asked about Google's brand, answers: "Google isn't doing brand advertising because Google doesn't know what its brand means."

Google can take a shortcut to the position it deserves if it realises the importance of focus and clears the air about its brand, its intentions and what it stands for.

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Silent auction for a just cause

Nine paintings by Sarah Lahti, artist and Associate Professor of Visual Communication at American University in Dubai (AUD) are being auctioned for this fundraiser to benefit Associacao Nos De Africa, or Anda. The artwork will be on display at The Jam Jar Gallery. Anda is a new charitable organisation with planned programmes in arts education, cultural exchange, and HIV awareness, among other community empowerment initiatives. Anda operates out of Maputo, Mozambique, and Dubai. "I wanted to start something like this for a while, and finally took the time to begin this. I have seen a lot of momentum, support, and excitement from people... seen a lot of people wanting to get involved. That is the best part of all this. For me, this has been a learning process, and an adventure already," says Lahti, one of the founding directors of Anda.

- More information: www.andafrica.com

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MORE ART AND DESIGN EVENTS

‘Illustration's New Wave…What's New and Can We See it in the UAE?'
A Panel Discussion to Promote ‘3 Keez,' an exhibition of illustrations opening on March 1, 2011 in the Rotunda Gallery of the Department of Visual Communication, The American University in Dubai

Where: The Shelter in Al Quoz, Dubai; When: 7pm, discussion starts 7:30, February 23; Charge: none, open to all interested in illustration

http://shelter.ae/newdesign/dubai.html

Sneakers summit
Sneaker showcase+ SWAP+ Art+ Music+ Games Lounge + Skate+ Collabos+ Live Art. The region's exclusive premier of ‘The Mystery of Flying Kicks' and new toy lauch from: robotandspark.

When: 24/02/2011: Where: The JamJar

http://www.soledxb.com