{"id":3730,"date":"2009-01-26T15:53:20","date_gmt":"2009-01-26T15:53:20","guid":{"rendered":"http:\/\/www.corporate-eye.com\/?p=3730"},"modified":"2009-01-26T15:53:20","modified_gmt":"2009-01-26T15:53:20","slug":"googles-worst-brand-extension-bites-the-dust-goodbye-print-ads","status":"publish","type":"post","link":"https:\/\/www.corporate-eye.com\/main\/googles-worst-brand-extension-bites-the-dust-goodbye-print-ads\/","title":{"rendered":"Google&#8217;s Worst Brand Extension Bites the Dust &#8211; Goodbye Print Ads"},"content":{"rendered":"<p><img decoding=\"async\" class=\"alignleft size-full wp-image-3732 lazyload\" data-src=\"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2009\/01\/google_print_ads_mistake.jpg\" alt=\"google_print_ads_mistake\" width=\"218\" height=\"176\" data-srcset=\"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2009\/01\/google_print_ads_mistake.jpg 240w, https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2009\/01\/google_print_ads_mistake-150x121.jpg 150w\" data-sizes=\"(max-width: 218px) 100vw, 218px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 218px; --smush-placeholder-aspect-ratio: 218\/176;\" \/>Google&#8217;s worst brand extension has finally met its demise.\u00a0 Last week, Google announced that Print Ads is getting the ax.<\/p>\n<p>In 2006, the brand that dominates the web launched its new Print Ads product.\u00a0 Print Ads was Google&#8217;s attempt at making money in traditional media, Print Ads was marketed as the perfect way to bring a new revenue stream to newspaper publishers and to provide more relevant advertising for consumers.\u00a0 Turns out, it didn&#8217;t work.\u00a0 No surprise there.<\/p>\n<p>What went wrong?\u00a0 First and foremost, Google expanded into a business it had little experience with and lost focus of its core brand strength &#8211; dominating the online world.\u00a0 The extension didn&#8217;t make sense from the beginning.\u00a0 On the flip side, newspapers are in a fast decline.\u00a0 Google Ads won&#8217;t revive them, no matter how great Google thinks they are.\u00a0<!--more--><\/p>\n<p>In Google&#8217;s announcement on their blog about the <a href=\"http:\/\/google-tmads.blogspot.com\/2009\/01\/turning-page-on-print-ads.html\">axing of Print Ads<\/a>, Spencer Spinnell the director of Google Print Ads even admits, &#8220;as we grow, it is important that we focus on products that benefit the most people and solve the most important problems.&#8221;\u00a0<\/p>\n<p>Google recognizes the error of its ways, and fortunately, they&#8217;re doing something about it rather than hanging on to Print Ads and desperately trying to make it work any longer.\u00a0 It was a mistake.\u00a0 Google realizes that they made a huge branding blunder by losing focus, and it&#8217;s time to contract the brand back to its core competencies.\u00a0 Consumers have expectations for Google, and Print Ads did not meet those expectations.\u00a0 Instead, it confused consumers who didn&#8217;t see how Print Ads fit in with the Google brand promise.\u00a0 Why was <em>the<\/em> online brand moving to print media?\u00a0 More specifically, why was Google, who has a cutting edge, young\u00a0image, moving backwards into the newspaper business?\u00a0 It just didn&#8217;t make sense.<\/p>\n<p>Hopefully with the demise of Print Ads, Google will remember to do what it does best &#8211; anything and everything online, and start moving forward again.<\/p>\n<p>Your thoughts?<\/p>\n<p><em>Image: <a href=\"http:\/\/flickr.com\/photos\/myklroventine\/2372327933\/\">Flickr<\/a><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Google&#8217;s worst brand extension has finally met its demise.\u00a0 Last week, Google announced that Print Ads is getting the ax. In 2006, the brand that dominates the web launched its new Print Ads product.\u00a0 Print Ads was Google&#8217;s attempt at making money in traditional media, Print Ads was marketed as the perfect way to bring [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_lmt_disableupdate":"","_lmt_disable":"","_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[95],"tags":[1201,165,1200,110,1199,520],"class_list":{"0":"post-3730","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-brand","7":"tag-brand-contraction","8":"tag-brand-extensions","9":"tag-brand-focus","10":"tag-corporate-branding","11":"tag-google-print-ads","12":"tag-online-branding","13":"entry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Google&#039;s Worst Brand Extension Bites the Dust - Goodbye Print Ads<\/title>\n<meta name=\"description\" content=\"Why Print Ads was a mistake from the beginning.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.corporate-eye.com\/main\/googles-worst-brand-extension-bites-the-dust-goodbye-print-ads\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Google&#039;s Worst Brand Extension Bites the Dust - Goodbye Print Ads\" \/>\n<meta property=\"og:description\" content=\"Why Print Ads was a mistake from the beginning.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.corporate-eye.com\/main\/googles-worst-brand-extension-bites-the-dust-goodbye-print-ads\/\" \/>\n<meta property=\"og:site_name\" content=\"Corporate Eye\" \/>\n<meta property=\"article:author\" content=\"http:\/\/www.facebook.com\/susangunelius\" \/>\n<meta property=\"article:published_time\" content=\"2009-01-26T15:53:20+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2009\/01\/google_print_ads_mistake.jpg\" \/>\n<meta name=\"author\" content=\"Susan Gunelius\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@susangunelius\" \/>\n<meta name=\"twitter:site\" content=\"@lucynixon\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Susan Gunelius\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.corporate-eye.com\/main\/googles-worst-brand-extension-bites-the-dust-goodbye-print-ads\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.corporate-eye.com\/main\/googles-worst-brand-extension-bites-the-dust-goodbye-print-ads\/\"},\"author\":{\"name\":\"Susan Gunelius\",\"@id\":\"https:\/\/www.corporate-eye.com\/main\/#\/schema\/person\/a46ee0d1e91b41488959551cef624759\"},\"headline\":\"Google&#8217;s Worst Brand Extension Bites the Dust &#8211; 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