Posts Tagged ‘iMac’

Google’s Actions Betray Its Users and Its Brand

February 17th, 2012

“Google Inc. and other advertising companies have been bypassing the privacy settings of millions of people using Apple Inc.’s Web browser on their iPhones and computers—tracking the Web-browsing habits of people who intended for that kind of monitoring to be blocked.”

If you read that opening sentence from this Wall Street Journal article and had never heard of Google Inc. before, what would your impression of the company be?  Probably that it must be a sleazy, unethical, untrustworthy company with which you you never want to do business.

It’s been said that your brand isn’t defined by what you say but what you do.  If that’s true–and I think it is–then Google’s actions have put a significant dent in its brand equity.

This isn’t the first time Google has compromised its users’ privacy, and Facebook and others have been guilty of similar violations.  Perhaps the phenomenal success experienced by Google and Facebook has left their leaders feeling that they are someone immune from the ethical standards by which the rest of us play.  And, for the most part, their users do seem to have looked the other way rather taking these companies to task for their behavior.  I have to believe, however, that  sooner or later these serious ethical lapses are going to take a serious toll on the loyalty of their users and hence on the sky-high stock prices that Google and others command.

One of the many things Google does well is to creatively modify their logo to celebrate holidays and other special occasions.  I suggest that until they regain their ethical bearings, they modify their iconic “I feel lucky” tag to read “I feel violated.”