Most organizations have been schooled on the practice of identifying what their core business is; (as the ‘law of focus‘ goes) of sticking to one thing and one thing alone. But Google has been successful by doing precisely the opposite. It’s the brand that violates all banding laws. Even how it has fun at the expense of its own logo!
It’s hard to pin down what the Google brand stands for, or is moving into. As CEO Eric Schmidt said in April, ” All options are open. I don’t want to rule out or rule in anything.”
Imagine if FedEX said that and decided it needs to be in the passenger transportation business too? After all it is not just a delivery company, with Kinkos, so it has expanded its core offering. I believe that companies, like communication professionals, are starting to rethink what focus means.