Google has often led the way in innovation and once again it is ahead of the market in it's new 'good to know' campaign. As the internet and digital technologies become increasingly prevalent consumers are often more worried about their privacy and security online. Google has been quick to respond to this attitude through it's new 'good to know' campaign. A range of unusual, humorous cartoons have started popping up on trains, in newspapers and online, bringing attention to Google's ideas and efforts to ensure safer browsing. By working with the citizen's advice bureau it has gained some real credibility for doing good in society too.
For us, what's really interesting about the campaign is that it shows how a company can truly use responsibility to differentiate from its competitors. A web browser, an email account or a search engine, could easily be seen as commodities. Yet Google has always made great efforts to differentiate itself and that's why it's great to see that its using responsibility as its latest weapon of choice.
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