SXSW Chronicles Part One: Google’s Digital Marketing Experiments


Something we love to do at SymphonicPixels is to instil stories in the branding we design. We’ve worked with an eclectic mix of industries, yet one rule remains constant:
The key to great branding is to resonate and create a story within your customer.
This is something we use as a lynchpin of our branding strategy. You need personality, smart brand positioning and an exciting launch, but all of this is importantly underpinned by the story of the brand.
We have a lot of experience, but we’re always excited to learn more. “The day you stop learning is yadda yadda”. So we’re stoked to be attending the SXSW Interactive Event: How Can Brands We Love, Tell Stories We Share? presented by Aman Govil, Product Marketing Manager @Google.
The Marketing Team @Google are without doubt one of the brightest going around. What can we learn from them? Well, lots. But more specifically, digital marketing strategies that capture collective imaginations with provoking stories. One of the toughest challenges of branding in the 21st century is being able to weave a story to a brand in the online space, and make people really feel something towards a brand.
This is a problem Google directly tackled in 2012, with Project Re:Brief – which sought to re-imagine four iconic advertisements for the online world.
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If you haven’t seen this, it’s very interesting and well worth watching (directed by an Emmy-award winning filmmaker too). We can’t wait to hear how Google are tackling this digital marketing issue in 2013 at SouthBySouthWest in March from one of Google’s more experimental marketing minds.



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