Google's Bard to Gemini: Searching for the G Spot
In the ever-evolving saga of artificial intelligence, the tale of Google's Bard transforming into Gemini is not just a rebrand; it's a fascinating narrative on the complexities and challenges of branding in the AI frontier. I have been in the branding business for thirty years and this transition underscores a broader trend among tech giants, as they vie for dominance in a market burgeoning with AI innovations. Here, we dive into the essence of this rebrand, the ensuing brand confusion, and the implications of the proliferation of AI products from Big Tech's stables.
The Rebrand: From Bard to Gemini
First off, Google has been very consistent with it’s naming conventions and brand guidelines for its products. They all ladder up to the primary mothership brand. The decision to shift from Bard to Gemini was more than a mere change of name; it represented a strategic pivot in Google's branding strategy for its AI offerings, specifically. Bard, with its literary allusion, suggested a storytelling prowess, evoking images of a digital Shakespeare weaving tales from the vast expanses of the internet. However, as the AI landscape grew more competitive and cluttered, the need for a distinctive, resonant brand identity became paramount.
Enter Gemini. In astrology, Gemini symbolizes duality, communication, and adaptability—qualities that resonate deeply with the functionalities of a versatile AI designed to interact, adapt, and evolve in myriad ways. This new moniker encapsulates the essence of Google's AI ambitions: to create a platform that is not only multifaceted and dynamic but also capable of forging meaningful connections with users.
Brand Confusion in the AI Odyssey
The rebranding of Bard to Gemini, however, has not been without its challenges. One of the most palpable issues has been brand confusion. As Big Tech companies roll out an array of AI products, each with its unique name and value proposition, consumers are left navigating a veritable maze of options. From OpenAI's ChatGPT to Microsoft's integration of AI into Bing, and now Google's Gemini, the proliferation of brands within the AI space has created a cacophony that can bewilder even the most tech-savvy users.
This confusion is not just a matter of keeping track of names; it extends to understanding the capabilities, strengths, and limitations of each AI product. For brands, the challenge is to clearly communicate their AI's unique selling points without getting lost in the sea of similar offerings.
Navigating the Branding Labyrinth
The transition from Bard to Gemini is a case study in the importance of branding in the AI era. For Google and its peers, the key to navigating this labyrinth is twofold: differentiation and education.
Differentiation: In a market teeming with competitors, a distinct brand identity is vital. Gemini's rebrand is a strategic move to differentiate Google's AI not just by name, but through the narrative it conveys. This narrative must be compelling, clear, and reflective of the product's core values and capabilities.
Education: Equally important is the role of education in mitigating brand confusion. Big Tech companies must invest in educating their audiences about what their AI products do, how they stand out, and why they matter. This involves clear, consistent messaging across all touchpoints, from marketing materials to user interfaces.
The Road Ahead
The rebrand from Bard to Gemini is emblematic of the broader challenges and opportunities facing Big Tech as it ventures further into the AI domain. As these companies continue to develop and deploy AI products, the success of their branding efforts will hinge on their ability to carve out clear, distinct identities that resonate with users and stand the test of time. It is a fast market and good branding takes time.
In this odyssey of AI innovation, the story of Gemini is just one chapter. Yet, it offers invaluable lessons on the power of branding in charting a course through the uncharted territories of technology's next frontier. As we look to the horizon, the question remains: how will Big Tech's titans navigate the branding labyrinth that lies ahead? Only time—and the strategies they employ—will tell.
About the Author
Curt Doty specializes in branding, product development, social strategy, integrated marketing, and UXD. He has extensive experience on AI-driven platforms MidJourney, Adobe Firefly, ChatGPT, Colossyan, Murf.ai, and DALL-E. His legacy of entertainment branding: Electronic Arts, EA Sports, ProSieben, SAT.1, WBTV Latin America, Discovery Health, ABC, CBS, A&E, StarTV, Fox, Kabel 1, TV Guide Channel, and Prevue Channel.
He is a sought after public speaker having been featured at Mobile Growth Association, Mobile Congress, App Growth Summit, Promax, CES, CTIA, NAB, NATPE, MMA Global, New Mexico Angels, Santa Fe Business Incubator, EntrepeneursRx and AI Impact. He is now represented by Ovationz. His most recent consultancy RealmIQ helps companies manage the AI Revolution and connects AI Founders with Investors.
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