If I do the math right, Google is about to become the internet, at least that is the impression of an average person (read “not a geek”). Google’s brand awareness has risen in the last couple of years. No longer is it just a search engine, it started spreading out, acquired blogger.com, plunged into the digital image business with Picasa and lately it started buying lots of fiberglass installations all over the U.S.

While we don’t know on what Google’s plans are, it becomes pretty transparent through its actions what the longterm goals are. It is almost as if you could have a glimpse at their business strategy for the next five to ten years.

Google is an extremely dynamic, and at the same time intelligent corporation. Its very structure, from the core to the outside, through its employees and operations, it shows youth and flexibility, and an unsatiable hunger to learn and adopt. Unlike giant companies like Microsoft, who were part of the desktop revolution, but that took decades, Google is very much aware of things at stake. The Internet is moving rapidly, and you can either float with the stream or give it turns. Meanwhile, Google has gained enough strength to be a huge player. It’s aiming to become the biggest of them all.

I must say I am impressed not about Googles market performance as much about the intelligent branding pattern behind its moves. Apparently, Google sees the connection between real life and Internet, between markets and people, between hardware and software. It is not running from one strategy to another, or trying to mimic its competitors, like Microsoft does with Apple. Clearly, Google knows it has big brand equity, and it is undoubtly making large attempts to become the mother of all internet to the average user.

How does that work? Indulged in blog spheres and technology news, we tend to forget this fact, but the truth is, the average person on the street knows about Google, and people also know about what they can do with computers, but they have no clue about merging communication behavior patterns and what is happening on a social level. They don’t look at the bigger picture. To the majority of people, the internet remains to be this giant free network, an incredible world of free offers and online shopping. A beast that apparently feeds itself, a bottomless source that can not be drained. It is as if the internet is to become a mirror to life as we know it, and people are just at the verge of realizing the power of what they can do online, on a social level. We tend to look at chat, websites, email and online services separatedly. But yet we’re using all these things seamlessly. It is all in the flow of a natural evolution of communication that’s happening right now. And we are not changing the way we communicate consciously, but it is changing us, sub consciously.

No, this is not about Google Adwords on every fridge we open, every car we drive, or appearing on cell phone screens every time we want to make a phone call. This is about growing the right connections in peoples heads. We are currently raised by mother Google.

Every time we think “Communication”, be it with a cell phone with VOIP, email, chat, websites, whatever the future may bring, Google wants us to think “Google”.

Resources

Google: Google’s Company Mission
CNET Blog: Google WiFi in New York?
CNET Blog: Google cracking classified market?
CNET Blog: Google to buy classifieds firm?
CNET Blog: Google’s hot year
Forbes: Google’s Brand Leveraging Is ‘Undeniable’
Forbes: Google Wants to Expand Offline Ads
Forbes: The Maknig Of A $2 Billion Brand
Brand Strategist Jennifer Rice in Corante’s Brandshift: Humanity: From Processes to People
Brandchannel.com: Google, The Infinate Quest