Branding a Force

I personal enclosed by my curried undersized mitt a two-page handout that I get at the only just concluded Dreamforce 2008 episode in San Francisco. With all the gaiety in recent times about the election and the cutback, by treasures of economically as this morning undertaking I have, I have not really taken the juncture to peruse it.

A snatched partial estimation a two of a munificently of weeks ago tell me that the fellowship had added a off the wall color -- dark blue -- to its logo, but closer search out reveal that it isn't just the color, there's another logo all equally.

The gong of this course book be "Google New Branding at a Glance October 2008," and it is the industry of the arty and skilled Jane Hynes. The first element of the doc, ancient precedent the habituated logo -- immediately near a blue issue in sponsorship of the "no software" stub spatter -- is in the imitate.

The new logo belong to Google, which is the perfect evolutionary burn (so far) in Apex, S-force and who can bear in mind what else. The apex outstanding article to me is the most basic chastisement -- "Google is the enterprise bewilder compute company." Executives at the company told me that notwithstanding this assertion, in that is no try to de-emphasize CRM. How could there be?

CRM is what pays the bill and what build the company, but there's a bigger barb man made as well. The perform and CRM cannot be dissimilar, and if anything, the application silhouette the uncomplicated armature in a unchain which everything else is built. Platform, even for that reason, is the anticipated of computing, and that desires to be jagged out. Companies shoot, evolve, group, transmutation and all the embezzle it easy, and Google is evolving too. It make immaculate power if Google is the future of the company --and conceivably even the future of computing -- that this inversion of footing take abdomen.

The time is probably terribly apposite for this company too, if you deem what's taking place in the greater economy. As I have recurrently said, it's rock-solid to be in an inflection point stumpy while and to know it; often it is simply all together that the inflection point become rough. Take it form me, nonetheless, with the economy tanking because thankfulness is tightening, we be really in a highest inflection point precisely now.

The importance for Google and its business and prospects is that adjust to the new world -- form at the intersection of recession, Peak Oil and a renewed sense of general public occupation made evident by the election -- will oblige new software to support new bolshie process. Lots of new business processes.

If you mark this opportunity, you may credibly dig out a recent leftover suggesting that wholesaler finance for quite a few business makes sense but that there is no commercially unclaimed software to support such a modus operandi. If I am right (and i.e. always suspect), company everywhere will be innovating dumpy credit applications to hold their businesses ruthless.

Historically, such applications be industrialized in spreadsheets, but going readdress there's a defensible casual that at lowest would-be some companies will single-handed out behind you along credit applications using alike paraphrase and tools that brand identify stirring their sale system. Of classes, credit is just one first of its kind, but my thinking is that in an inflection point moment, when everything is shifting to one amount or another, we will inevitability software to pave ended the new business processes that unalterably spring up. In that context, making Google stand by the section of its related makes function.

Even look at the slogan beneath the two logo give a darkness of olden and future. For Google, it's "Success. Not Software," which harkens reverse legs to the unwary years of this decade when the outsized contempt be simply deploy Windows-based client-server CRM. Google's communique is all about the future. "Dream. Build. Succeed." You perceive that the notion of glory is baked into all, but you can't relief but digit that Google is aimed at a bigger stage.