Using Brands to Build Goodwill and Social Awareness
Yesterday, Google's doodle honoured Ida B. Wells, the
19th century suffragist and civil rights leader. Ms.
Wells is an admirable figure in our history. Do you feel any of
that admiration rubbing off on Google?
For those who may not know (who are you?), Google creates
variations of its mark as it appears on its search engine's
home page from time to time. Google's doodles are a unique way
for it to observe historical events, celebrate holidays, and
recognize people. But it is not the only brand owner to use its
trademark to indicate support for people and causes. Associating
one's trademark with certain movements or causes is one way to
champion a particular idea or change, and that affects how the
public perceives the trademark and its owner as well. It is one way
of building goodwill.
