When we perform our patented BrightBox brand analyses on a client, our job is to find the space and the method to represent a concept in the mind of that client’s market. If we can’t find a way to do that, we haven’t done our job.

Usually, this isn’t so hard. We’re experts, of course, and even when a concept is extremely complex, we manage to find a way to boil it down and make it easily digestible for decision makers.

This is why we find it so confusing when brands who do such a good job of branding simply and cleanly starting out abandon that route when they find some measure of success. Whenever the overly specific succeeds, it seems, the company decides to do something expansive, new and diluting to the very concept it represents.

Take Google. Google is one of those companies that marketers the world over knows all too well for its “original mover” (first in the mind) status. Google is search. It means search.

It’s even the verb for search.

Yet Google’s starting to act like a cable company. They revealed last week that they will sell ultra-fast internet service (Google Fiber for Communities) in Kansas City for $70 per month. This service will supposedly transcend other internet services, operating at speed 100X faster. For another $50 per month, Google will provide cable-TV-like service over the fiber, too, and a tablet computer that works as a remote.

Honestly: a tablet as a remote?

I don’t know about you, but you know what I want as a TV remote? A remote.

And Google vs. ComCast?

Isn’t like saying McDonald’s vs. AutoZone?

Confused yet?

You should be.

As our CEO Jason Arcemont says, brands are moldable. Perhaps Google CAN make an impact in the cable and internet market. But it doesn’t seem to be too in line with search. And they should most certainly reconsider rebranding those services under a different name if that’s the course they are going to pursue.

Want to know what your brand represents? Shoot us an email at ideas@brightboxonline.com. We’ll take a look, free of charge.