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Messaging Marketing Copy

Below are some pre-approved messaging to help you accurately position and describe Google Home product.

    Key Positioning

    Name: Google Home

    Descriptor:Hands-free help from the Google Assistant

    Short: Google Home* is powered by the Google Assistant. Ask it questions. Tell it to do things. It’s your own Google, always ready to help.

    Medium: Google Home* is powered by the Google Assistant. Get answers from Google, enjoy music, manage your everyday tasks, and control your smart home. It’s your own Google, always ready to help.

    *Requires wi-fi and a compatible device

    Key Pillars

    When referring to the four pillars of Google Home, always follow the following order: 1) Knowledge, (2) Music, (3) Tasks, (4) Home automation.

    When describing functionality, you should list like this… “to get answers straight from Google,  enjoy music, manage your everyday tasks, and easily control smart devices around the home.” or some shortened version of this like… “to get answers, enjoy music, manage tasks, and control smart devices.”

    Pillar 1: Get answers from Google

    Short: Quickly find answers to your questions. Simply start with "Ok Google..." and your hands-free assistant is ready to help.

    Medium: Get the latest information on weather, traffic, finance, news, sports, and local businesses when you need it most. Ask for things like translations, calculations, nutrition information and unit conversions hands-free. Or search for other information you’re curious about.

    Priority of features: (1) Search, (2) Verticals - weather, traffic, sports, finance (3) Local businesses

    Sample queries:

    “Will I need an umbrella today?”

    “ How do I spell Goondiwindi?"

    “How far away is the moon?”

    “What’s ‘good morning’ in French?”

    “How many millilitres in a cup?”

    "What's the ASX trading at?"

    “What's the nearest Chemist?”

    Pillar 2: Enjoy your music

    Short: With simple voice commands play and control your favourite tunes from popular music services like YouTube Music, Spotify and more.

    Medium: With a simple voice command, play music and listen to your own personal playlists from services like YouTube Music, Google Play Music, Spotify and more. Plus enjoy podcasts, news, and radio. You can enjoy even more compatible audio services by streaming directly from your phone to Google Home.

    Priority of features: (1) Voice control music (2) Play news, podcasts and radio (3) Cast compatible

    Sample queries:

    “Play some music”

    “Play music by Sia”

    “Play my Discover Weekly playlist on Spotify"

    “Next song please”

    “Louder!”

    “Pause”

    Pillar 3: Manage your everyday tasks

    Alt. pillar: manage tasks

    Short: Easily hear your travel itinerary, daily schedule, and more. You can even use Google Home to set alarms and timers.

    Medium: Google Home helps you stay on top of your busy schedule. Get updates on your travel itinerary, daily schedule, and more. All you have to do is ask, and it will wake you up in the morning, set a timer while you’re baking, and ensure you don’t forget anything on your shopping list.

    Priority of features: (1) Personal info (e.g. flights) (2) Around the home assistant actions (timers), (3) My day - includes snippets of weather, cal, commute, GSA reminders, news briefing from provider of your choice

    Sample queries:

    “Good Morning”

    “Add butter to my shopping list”

    “Wake me up at 6am tomorrow”

    "Set a 13 minute timer for pizza"

    "How long will it take to get to work?”

    "Tell me about my day

    Pillar 4: Control your smart home

    Short: Simply ask Google Home to stream videos to your TV with Chromecast, and you can control your lights with compatible smart home products.

    Medium: Use Google Home to control your lights and other devices from popular home automation systems . You can also voice control speakers that have Chromecast Audio plugged in or Chromecast built-in. Or use Google Home to voice cast content to any TV that has Chromecast plugged in.

    Priority of features: (1) Compatible smart home technologies (2) Control your Chromecast / Chromecast built-in devices

    Sample queries:

    “Dim the lights in the kitchen”

    “Turn on the living room lamps”

    "Are the lights on in the master bedroom?"

    “Play how to cook steak on TV”

    “Play some jazz music on the kitchen speaker”

    Other Features

    Features

    Description

    Multi-room

    Enjoy Multi-room by grouping Google Home devices together (with Chromecast Audio or Chromecast built-in speakers, too) to listen to the same song in every room.

    Multi-device hotwording

    With more than one device, you don’t need to worry about all of them responding when you say, “Ok Google” – if they have the same user account, only the closest one will respond.

    Automatic updates

    As new features continue to roll out, they’ll get added automatically.

    Far-field voice

    Far-field microphones and sophisticated natural language processing ensure Google Home hears you reliably.

    Touch controls

    The top touch surface gives you total control, and a microphone mute button lets you put Google Home's microphones on standby.

    Positioning Guidelines

    Product Name

    When referring to the product name:

    Always use “Google Home”; never drop the Google.

    Do

    When referring to the product name:

    Do NOT use “Home”

    Do NOT use “Home home”

    Do NOT use “The Google Home”

    Don't

    Hotword & queries

    When referring to a hotword or a query:

    Use the following copy:“Ok Google, set a timer for 5 minutes”

    Use a lowercase “k” and no comma between Ok and Google.

    There should always be a lowercase letter after the comma in Google

    If you end a sentence with “Ok Google” you put the period after the quotations marks, e.g., Just start with, “Ok Google”.

    Do

    When referring to a hotword or a query:

    Do NOT use “OK Google”

    Do NOT use “Ok, Google”

    Do NOT use “Ok Google, What’s the time”

    Don't

    Platform name

    Please always :

    Capitalise the “a” in “Google Assistant”

    Do

    Please do NOT:

    “Google assistant”

    Don't

    Product Description

    When describing the product:

    Always use the expression: “Hands-free help from the Google Assistant”

    Do

    When describing the product:

    Do NOT use “speaker”

    Do NOT use “Personal assistant device”

    Do NOT use “Hands-free device”

    Don't

    Google Assistant & Google Home

    When referring to the relationship between Google Assistant & Google Home:

    Only use the copy “powered by the Google Assistant” (e.g. “Google Home is powered by the Google Assistant”)

    Do

    When referring to the relationship between Google Assistant & Google Home:

    Do NOT use “Google Assistant built-in”

    Do NOT use “with the Google Assistant”

    Don't

    Google Assistant: Tagline

    When using the Google Assistant tagline for Google Home:

    Always include mention to the “Google Assistant” with the following 3 sentences:

    Ask it questions. Tell it to do things. It’s your own Google, always ready to help.”

    Do

    When using the Google Assistant tagline for Google Home:

    Do NOT change any words (e.g. “Ask it question. Tell it to play music. It’s your own Google always ready to help”)

    Do NOT choose one sentence to use (e.g. “It’s your own Google always ready to help”)

    Don't

    Google Assistant: Lead in sentences

    Please start with any of the following:

    “Just start by saying…”

    “Just say…”

    “Ask…”

    Do

    Please do NOT start with any of the following:

    “Just start with...”

    Don't

    Google Assistant: Follow up Questions

    Examples can include one question:

    E.g. “Ok Google, where’s the nearest pharmacy?”

    Do

    Examples should NOT include follow up questions:

    E.g. “OK Google, where’s the nearest pharmacy? OK Google, what time does it open?”

    Don't

    Google Home Giveaway

    Giveaway Guidelines

    If you plan on giving away a Google Home as a prize or a gift please adhere to the following guidelines:

    • The word “Free” cannot be used.
    • The Google brand cannot be used to imply sponsorship or affiliation with Google.
    • The action required for a consumer to receive a Google Home must be clearly stated.

    Sample Copy

    • Headline: Get a Google Home on us.
    • Receive a Google Home with your purchase/by signing up.
    • Sign up and receive a Google Home and get hands-free help around the house

    Social Copy Guidelines

    You’re free to develop your own copy, as long as you follow our brand guidelines. If you find yourself running out of characters (especially on Twitter), we would recommend tagging #Chromecast over @Chromecast and #GoogleHome over @MadeByGoogle so your tweet is still part of a larger conversation.

    Hashtags and Handles

    Please tag an appropriate official Google handle below based on platform and CTA.

    • Include the official product hashtag in all social posts: #GoogleHome
    • Send us a shout out via our Twitter handle: @MadeByGoogle
    • Link to the official website: https://madeby.google.com/home/
    • When referencing the product outside of Twitter, please tag other official Google handles when relevant: @Google on Instagram, @Google on Facebook, +Google on G+