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Internet is a "cesspool," a festering sea of bad information, said Google's CEO, Eric Schmidt, yesterday while speaking to a group of visiting magazine executives at the company's Mountain View, California Campus during the American Magazine Conference. Schmidt suggested that "brands" are more important than ever and key solution for this problem is brands. "Brands are the solution, not the problem," said Schmidt. "Brands are how you sort out the cesspool." Branding, on the other hand, may be an essential element that helps people navigate the world, he continued. "Brand affinity is clearly hard wired," he said. "It is so fundamental to human existence that it's not going away. It must have a genetic component."
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The quotes offered by Mr. Schmidt recognize the numerous issues, legal or otherwise, facing Internet companies today. How do companies separate themselves from the "cesspool" on the Internet in order to come up Page 1 on Google? How does a company select a brand that consumers will trust? How does a company protect its brands (i.e. trademarks and service marks) from that "cesspool" which is full of infringers and cybersquatters?
The ultimate question is how does a company become relevant, and it appears Mr. Schmidt's answer is with quality content AND a recognizable brand. This is sound advice to any startup company, any brick-and-mortar struggling to achieve the dominance it once possessed in its stores on the Internet, and the business community in general.
How is one to get there now appears to be the follow-up question. A trademark, a committment to creating content targeted toward your consumers that is relevant to your products or services, and a constant recommitment to generating the content and keeping it in front of online consumers is a logical start. In fact, by doing this, a company can become relevant, at least for now. However, what will take to remain relevant? Will it be the brand or the content that makes the difference in today's online world?
Sue some of the worst kiters and squatters out of existence, scare the rest out of business. The world will be a better place without tasting and kiting.
Or, brands are a cesspool where the Internet is increasingly important?
What drivel, I don't care if he is CEO of Google. "Brand affinity is clearly hardwired"? Which brands exactly were active on the African savannah 500K - 1M years ago when we became homo sapiens sapiens? Or is Mr. Schmidt proposing an alternate theory of evolution?
There are squillions of brands out there. Some of them are brands like Google, and some of them are brands like 123 Penis Enlargement. Brands are piling upon brands everyday at an alarming rate. Perhaps Eric Schmidt thinks we should only pay attention to Big Brands, which we can trust. In which case, how convenient for him. In which case, what do we do with Lehman Brothers, AIG, Bear Stearns, Merrill Lynch, Washington Mutual, etc. etc. Talk about a cesspool! And all of them had fully up-to-date trademarks in multiple jurisdictions....
Maybe Eric Schmidt should stick to serving Adsense ads to the unbranded sites in this cesspool that sprung up to take advantage of Adsense and are a main ingredient in the cesspool, and avoid making silly comments about what is hardwired or not in the human brain.
Antony