How's Your G-Cred? (Google Credibility)
By John Follis

In our hype-happy, what-to-believe Information Nation, more and more it
comes down to one very basic, very essential thing -- credibility. The
Good House Keeping seal of the past is not the credibility barometer of
the present and future. So, then, what are the new barometers of cred?

For many, it's blogs and other social networking sites that foster and
disseminate open discussion and untainted perspectives on everything.
That open source context has given way to the term "Street Cred" as a
barometer of credibility. With the proliferation of this Internet/truth
formula, I'd like to suggest another barometer: G-Cred.

If you haven't guessed, the "G" is for Google which has attained such
universal acceptance that, "to Google" is part of our cultural lexicon.
Checking out a new vacation spot? Google it. Looking for Cuban
cigars? Google it. Need nude photos of Paris Hilton? Google it.

From a business perspective, Google is a Godsend. If you're checking
out a product, company, or person, Google is both informational
resource and worldwide publicist. And, with that, Google has become a
strong barometer of credibility.

As the Online Evolution zooms forward at the speed of bandwidth,
online visibility will equate to professional credibility. It does now. If
you're doing due diligence on someone and nothing comes up when
you Google them, that doesn't score credibility points. The relevance of
this is not limited to those creating scholarly works or running Fortune
500 companies. Many marketing gurus, such as Tom Peters and Seth
Godin, have long preached the value of creating and building one's
personal brand regardless of who you are. Godin's Purple Cow
discusses the importance of standing out and "being remarkable." And,
ten years ago Peters' The Brand You, told how survival is not about
blending in, but rather, standing out.

"Regardless of age, position, or the business we happen to be in,
we need to understand the importance of branding. We are CEOs
of our own companies: Me Inc. To be in business today, our most
important job is to be head marketer for the brand called You. (And)
for most branding campaigns, the first step is visibility."

So, if The Web is the way, and credibility is king, then the new genesis is
G-Cred.

How's yours?

(For more Follis marketing facts, see booklet info below.)

© 2005 John Follis. All rights reserved.

John Follis is one of the 12 "Best Advertising Minds of New York" as
voted by The New York Ad Club. His campaigns are in 3 college
textbooks, he has written for ADWEEK, and he has taught at 3 New York
universities. Currently, John works on select projects, consults, and
speaks. He may be reached at john@follisinc.com

For John's booklet: How to Attract and Excite Your Prospects: A Guide
for Getting the Best Marketing Results, visit: http://www.follisinc.com/
booklet.htm

For consulting info, visit: Marketing Therapy: http://www.follisinc.com/
therapy.htm

For speaking info, visit: Follis Speaking: http://www.follisinc.com/
speaking.htm

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