Trying to Be Something You’re Not: Works for Drag Queens, not for Google

Great article that reinforces the importance of one of my favourite F-Words: FOCUS. This TechCrunch piece explains how YAHOO lost its way – trying to be something they’re not. And casts an interesting question about whether Google should really try to be a Facebook or Twitter style social media business. One of the first lessons a marketer learns is the danger of brand dilution and over extension. Focus is the key. Or as a great TV producer once put it, to make it clear to me – ” its deciding what we DO NOT DO and WHAT WE ARE NOT that makes our brand”

Great article by TechCrunch..

via Trying to Be Something You’re Not: Works for Drag Queens, not for Google.

Author: Andrew Armour

Andrew Armour is a marketing and media professional, a specialist in business partnerships and the Founder of the consulting business - Benchstone Limited. His career spans from the UK music industry to the America's Cup, from winning agency pitches to securing key digital content deals. He is married to Viv, lives in Hampshire and works in London. View all posts by Andrew Armour