No explanation is needed for this month’s brand, Google. We’re already very familiar with it through our computer screens and smartphones. But I’d like to look at Google from the perspective of the relationship that I’ve just mentioned. Google’s success in business and the unusual pride its workers feel deserve special attention. The company’s executives and employees (known as “Googlers”) are objects of public interest and asked to lecture-based on nothing more than the fact that they have worked at Google. The lives of the company’s users and customers are also continually transformed, becoming more and more convenient thanks to the various innovative services offered by Google. Users eagerly await the launch of new services and even study upon them, all wanting to be the first to try those new services out.
The Google motto is “Don’t be evil.” And for the company’s staff members and a majority of users, Google may appear angelic. Its competitors, however, are unlikely to view the company as munificently. Perhaps the same is true for other brands that have been introduced in B: In order to remain angelic benefactors to workers and consumers, they might need to be unrelentingly savage towards competitors.