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Are Roles Reversing? Is Google Turning Into Microsoft?

Robert Scoble cranks off a good rip about the ‘Fear of Google‘.

Yesterday, during his speech at the Forbes shindig I attended, Geoff Ramsey, CEO of eMarketer’s funniest remark was when he told us that the “Fear of Google” was so prevelent that it even had a three-letter acronymn: FOG.

Anyway, I’ve been hearing more and more about FOG all weekend as I talk with advertising and marketing executives from some of the world’s biggest companies.

It’s interesting to watch how this will play out from a branding perspective. In the recent years, Google has been the cool, fun, useful golden-child that the world thinks can do no wrong.

You know, like Microsoft used to be and isn’t anymore?

bill_gates.jpg

But wait, are roles reversing? Is Google becoming the big, bad evil empire? And is Microsoft quietly and slowly becoming the underdog?

It could happen. If I was Google, I’d be worried about that momentum/brand perception switch. It could take only one bad public relations situation to trigger this into action.

People love rooting for the underdog, even if it is Bill Gates.

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