It’s true that when you’re at the top everyone wants to pull you down. This is the same for brands as it is for people and Google is no exception. Part of this is natural selection, you automatically become the ‘target’ to beat. As a trailblazer your achievements become the benchmark others measure themselves by.
Do social media networks make us dumber? Do they make us smarter? Are they prisms that focus and magnify our worst attributes, turning us into a digital mob that launches global witch hunts in a single click? Do they have the ability to bring out the very best of us, helping the innate trust towards others that we have within us, emerge?
When Google+ came along its remit was as obvious as its functionality was complex. It brought in individuals from the entire Google ecosystem and began, by degrees, to ascribe weight to their presence, expertise, connections, interactions and knowledge. It tuned profiles that used to be “strings” into people and entities that were proper “things”.
Every business understands the value in branding, but few get the values of branding. In presentations I’ve often discussed how branding now cannot be separated from other business considerations like search, content creation, a social media presence and the core values that make a business what it is.
“What is Trust?” the very fact that we need to ask something so basic shows both the poor state of our understanding of what it is and the fact that we know now that trust is a requirement for a relational exchange of any kind to take place.
In my presentations and workshops for corporate heads and company execs I invariably ask a simple question: “You have just completed a complex deal and a 100-page, detailed contract has been signed by the other party, every point agreed, every page initialed. Finally done, you stand up to shake hands. The other party turns around and simply walks away. Do you trust them?”