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Launched in February 2005, since October 2006 YouTube is part of Google. And in terms of traffic, YouTube is second only to the parent’s search engine site, but somehow plays a complementary role to it.  The video platform, according to Google itself, plays a crucial role in connecting users with brands:

70% of respondents claim they are open to learning about products on YouTube from brands.

50% of respondents also claims that they have used online videos in formulating their choice of what products to buy.

The strength of YouTube as a brand has always lived in its strong relationship with both content creators and viewers. According to Saffron, who was in charge of redesigning the brand identity:

interviews and research revealed that it enjoyed an equally strong relationship with the platform’s creators as it did with viewers. This presented a challenge for the company; there was a sense that YouTube was a shared resource for many different uses and motivations, roughly divided by those that create and those that consume. All parties felt the platform belonged to them and their culture


Want to know how YouTube became the brand it is?

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

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

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