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Born as a research project labeled “BackRub,” Google was renamed after the word Gogol, which means 10 to the power of 100. Launched as an innovative search engine that would not list only websites but rank them based on a specific algorithm, Google developed fast in the past 25 years to become one of the top global tech giants.

Since 2006, the word google is part of the Merriam-Webster’s Collegiate Dictionary, with the following meaning:

search for information about (someone or something) on the internet using the search engine Google.

One of the most valued brands in the world, Google is a salient and unique brand, which is known for its innovativeness.

Want to know how Google became the brand it is?

As the a leading advisory, we work with Fortune 500 firms in strategy and positioning. Wondering why Google chose its logo? How about the reason behind its marketing execution? To answer these questions, we reverse engineer the Google brand for you.

By looking at its current design and user experience, we audit Google and identify the drivers behind its successes and shortcomes.

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