The document discusses how brands can use data and insights to better understand consumer behavior and make strategic decisions. It provides examples of how analyzing search traffic data on Google Trends can provide insights into how consumer interest is changing over time for specific brands and products compared to competitors. The document also presents a "Brand Arc" model that maps how strongly consumers associate a brand across different attributes, and promotes using Google Consumer Surveys as a way for brands to quickly design and field surveys to real consumers to gather relevant data.

1. THINK INSIGHTS
Charlene Tassinari, Global Brand Strategy Lead
Carly Potock, Global Brand Strategist

2. Brands are valuable because they help
simplify and accelerate decision making.

3. Google Confidential and Proprietary

4. “Data makes your briefcase heavy...insights
make you rich.”
- Niall Fitzgerald, former chairman of Unilever

5. Data
TO
Insight

6. Google.com/trends

7. Marathon
Running Shoes
Nike Running
4X TRAFFIC
2003 2007 2009 2013 2015

10. Are branded or generic terms dominating?
How is this interest fluctuating?
How do we compare to our competitors?
Is there unexpected seasonality around keywords?
What is causing changes in search traffic?

11. “Father’s Day”

12. CLEAR SLIDE
Ready to use...

14. represents me your brand helps define who I
am
forgive I still love you no matter
what
known for something I know what your brand
does/makes
known for something I care about I know your
brand stands out
exists I have heard the name
defend I’ll stand by you
Brand Arc

15. represents me your brand helps define who I
am
forgive I still love you no matter
what
known for something I know what your brand
does/makes
known for something I care about I know your
brand stands out
exists I have heard the name
defend I’ll stand by youHow Does Your
Brand Stack Up?
24%
36%
19%
4%
18%

17. Google Confidential and Proprietary

18. Smarter, faster research with Google Consumer Surveys
Problem: You need relevant
data from real consumers, and
you need it fast
Solution: GCS allows you to
make fast, data-driven
decisions for your brand
Design, target and launch a
survey (up to 10 questions)
in minutes
Your survey is answered by real
consumers on partner sites &
the Google Opinion Rewards
mobile app
Receive initial analyzed
results in hours, complete
results in just a few days
g.co/consumersurveys