Protected: GOOGLE
CHALLENGES:
1- Coaching and Mentoring are different disciplines: one is time-bound in pursuit of one specific goal, the other is a long-term relationship that can enrich various aspects of your career.
2- Like everyone else, Googlers are not always clear on the difference between them, sometimes confusing the two. 3- After years of operating as different units, those leading Mentoring and Coaching at Google were keen on stressing the difference between the two disciplines.
STRATEGY:
While the two have significant differences, at their core both are about Growth. This simple insight gave focus and direction to the entire project, from naming to design.
RESULT:
As a brief, Growth yielded 529 names over the course of two rounds, from those, Propeller quickly rose to the top. Shortening it to Propel increased its verbal symmetry with other Google brands such as Chat, Drive or Mail. Bingo.
DESIGN
“I’ve been at Google for many years and overseen the naming and development of many sub brands. What Chaco has done is the best by far.”
-Jennifer Dinsmore, leadership dev, Google.
To help distinguish coaches from mentors within the Propel platform, two icons were created based on the differences between mentoring (enrich various aspects of your career) and coaching (helping reach defined goals)
