When Google Runs Two Opposite Campaigns at Once, It’s Not Creativity—It’s Panic
Google India launched three completely opposite AI Mode campaigns in five days. First came “What Colors Feel Like?”—an emotional tearjerker about explaining colours to a blind child. Three days later, “Honest Cat Interview” dropped—quirky meme humor about a snarky cat. Twenty-four hours after that, Google announced Gemini 3 with technical jargon targeting premium subscribers. Same product. Same market. Three fundamentally incompatible value propositions. This isn’t creative variety—it’s strategic paralysis at scale. When a company as sophisticated as Google can’t commit to a single positioning, it reveals what every marketer needs to understand: nobody knows how to position AI products yet. The lesson? Testing is good. Testing instead of deciding is catastrophic. Successful brands pick one job their product does brilliantly, one audience it serves best, and one tonality that fits both. Then they commit. Clarity beats resources. Every time.
When Google Runs Two Opposite Campaigns at Once, It’s Not Creativity—It’s Panic Read More »