Brand Promises: Google and EMC Compared.

We usually take for granted what we're good at. 

Rob Enderle's recent article in Datamation, "EMC, Google and the Enterprise Market," spoke to me.  In this article, and a second with the same theme, this long-term tech analyst compares EMC's strengths as a company managing truly critical information with Google's. 

What these articles made me think about:

So much of what EMC's brand stands for to customers, and what we're really good at generally doesn't get headlines.  Inside of EMC, it is sort of taken for granted.  We don't promote it and we don't revel in it. We just "are" it.  (On reflection, isn't that a near-perfect illustration of "brand?")

What are the necessary strengths required by the organizations that the world depends upon? As Rob sees it (and I agree):

• You have to be trustworthy.
• You have to maintain relationships and protect the buyer.
• You have to deliver consistently what you promise.

You don't get those things overnight, or without millions upon millions invested in what makes things work like oxygen. (See Rob's articles for his recap of Microsoft's journey in this space.)

On-line Information and Oxygen.

 

Are they Sexy? Not really.  But the world doesn't run without them. As an executive affiliated with HP recently said to a large audience:

"When EMC is not present, really bad things happen."

   

EMC is present where all information deemed important is present -- from critical surgeries to President Obama's blackberry. 

In research into EMC's brand conducted by Interbrand, the number one one take away from our customers was this:

"EMC is seen as a Promise Keeper."

So is Google or EMC in a better position? Read Rob's article (s) to see his views, and then share what you think.

--------------- Talk Back ----------------

What do you think?

Personally, I can't imagine not having the great search product that Google developed. I also can't imagine my life without the many applications and activities that depend on EMC to operate. 

Like what?

My Visa card, ATMs, Fast Lanes through toll booths, Check-free banking, my blackberry, on-time airplanes, on-time package delivery, and EMC's Mozy back up for my home PC, for example.

You can find Rob on Twitter at @enderle. You can find me at @pollypearson



Polly
http://www.pollypearson.com