Trademark Bidding on Google

Trademark Bidding on Google: "Google's opening up trademarked keywords for bidding is one more piece of power shifted away from corporations and toward consumers. I imagine corporations will waste little time heading to court to protect their property. In the long run, I doubt the corporations will come out on top."

Example: Branding seeks to own a concept and attach a name to it. In our brand-saturated world, names can become shortcuts for product categories. "U-Haul" means "low-cost, do-it-yourself moving." Of consumers searching on "U-Haul," some want to find a van to rent, and some specifically want a U-Haul van. Those focused on the brand will ignore competitive offers. The rest are up for grabs. A problem creeps in only if they're attracted by deception.

This is the core of the power shift away from corporations and toward consumers. If Google does a good policing job, consumers ultimately will have more power. They'll find competitive deals, better prices, and more options. It blurs the whole sales cycle we've held so dear for so long: awareness --> consideration --> trial --> purchase --> repeat. Consideration, in particular, is at risk.