Let’s play a game of spot the Difference. 

In episode 10 we sang the category praises of Microsoft after learning about their £2.5 billion data centre building project in West London. Now, we’re turning our attention to Google. They have announced a similarly large data centre project on a 33 acre site just north of London. However, our praise for Google is much less forthcoming. Instead, the move has left us asking: Does Google actually get category?

So, what’s the difference? Why is Microsoft’s UK data centre a great category play? While Google’s represents a big missed opportunity.

In today's episode, we review Google’s latest category misstep and teach you how to land the perfect first lightning strike. We’ll also shine a light on LinkedIn’s descent into drivel and take a trip to an orchard to learn about the difference between branding and category design.

What to look forward to:

00:55    Google misses another opportunity to make a category play

06:57    LinkedIn’s descent into drivel

12:08    The 7 components of a successful first strike

22:58    Never confuse category with bloody branding

There is more information on how to design your category on our blog

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Paul Maher

Jonathan Simnett

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