At last, Google gets a brand man

It's a dilemma for Google: It spends very little on advertising, preferring to let its products speak for themselves (and leaving its marketing chief, David Lawee, without much of a job). And why not, since that's given it the world's most cost-effective brand. But that has left the company tone-deaf in speaking to Madison Avenue, since it hardly practices what it preaches. Finally, as I've advised for ages, Google has hired a brander-in-chief, Ogilvy & Mather's Andy Berndt.

Berndt will work with agencies on using Google's new ad products — which now range from text links to banners, video, and radio ads — more creatively. He'll also, most importantly, work on Google's own marketing efforts. Only one problem, as I see it: He'll report to Lawee, whose job now becomes even more pointless with Berndt doing all the work. If only Google followed my Darwinian "Toogle Many Googlers" principle, which would require the axing of some Googlers — say, Lawee — to make room for new hires like Berndt.