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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

    Google Home and Google Home Mini

    Descriptor: Make Google Do It, at Home

    Long: Meet the Google Home and Google Home Mini. They have the Google Assistant built-in, ready to respond to the sound of your voice. Get hands-free help with the small and mighty Google Home Mini. Bring your songs and playlists to life with Google Home. Whichever you choose, you can get answers from Google, enjoy your music and entertainment, manage your day, and control your smart home, all hands-free. The Google Home and Google Home Mini. Big help, different sizes.

    Short: Meet the Google Home and Google Home Mini, with the Google Assistant built-in. Get hands-free help with the small and mighty Google Home Mini. Bring your songs and playlists to life with Google Home. Whichever you choose, you can get answers, enjoy your entertainment, manage your day, and control your smart home, all hands-free.

    Name: Google Home

    Descriptor:Mighty Helpful

    Long: Big help is here with Google Home. It has the Google Assistant built-in, so you can ask it questions and tell it to do things. Just start with “Ok Google” to get answers from Google, play your songs, manage your day, enjoy your entertainment and control your smart home. And with Voice Match, the Assistant provides information personalized for you since it can distinguish your voice from others.

    Short: Big help is here with Google Home. It has the Google Assistant built-in, so you can ask it questions and tell it to do things. Just start with “Ok Google” to get answers from Google, play your songs, manage your day, enjoy your entertainment and control your smart home.

    Key Pillars

    When referring to the pillars of Google Home, always follow the following order: 1) Get answers from Google, (2) Enjoy your music, (3) Manage your day, (4) Enjoy your entertainment, (5) Voice control your smart home, (6) Designed for any room.

    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

    Long: Just by using your voice, get the latest weather, traffic, finance, news, sports and more. Ask for things like translations, calculations, nutrition information and unit conversions. Or find other information you’re curious about with the power of Google Search, Maps, and more built right in.

    Short: Just by using your voice, get real-time answers to things you want to know, including the latest weather, traffic, finance, news, sports and more.

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

    Sample queries :

    “What’s the latest news?”
    “How many calories are in a banana?”
    “What time does the medical store close?”
    “How far away is the Moon?”
    “Will I need an umbrella today?”
    How do you say ‘Thank You’ in Spanish?
    “How many teaspoons in a cup?”
    "How many Indian rupees in a Euro?"

    Pillar 2: Enjoy your music

    Long: Bring your songs and playlists to life. Google Home’s high-excursion speaker delivers big, rich sound in a small form factor. Just use your voice to play songs or albums, or to hear playlists from services like Google Play Music and Gaana. You can also stream music directly from your phone to Google Home from over 100 compatible audio apps.

    Short: Bring your songs and playlists to life. Google Home’s high-excursion speaker delivers big, rich sound in a small form factor. Just use your voice to listen to music, playlists, podcasts and more.

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

    Sample queries:

    “Play my workout playlist”
    Play some Bollywood songs
    “Next song”
    Volume level 7
    “Pause”

    Pillar 3: Manage your day

    Long: Stay on top of your busy day with Google Home. And with Voice Match, get personalized help managing your schedule, commute and more—just by the sound of your voice.And if you lose your phone, just say, “Ok Google, find my phone,” and your Assistant will ring it. Use it to set alarms, timers, reminders and to add things to your shopping list. And as you go about your day, listen to news and radio stations.

    Short: With Voice Match, get personalized help managing your schedule, commute and more—just by the sound of your voice. Plus, set reminders, alarms and listen to news..

    Priority of features: (1) Personal info (e.g. My Day, commute, calendar) (2) Around the home assistant actions (e.g. timers/alarms, shopping) (3) News, radio

    Sample queries :

    “Tell me about my day”
    “Wake me up at 6:30 AM tomorrow”
    “What is traffic like on my way to work?”
    “ Remind me to pick up the cake this Friday at 5 PM
    “ Set 10 minutes timer to switch off gas for Idli
    “Add toothpaste to my shopping list”
    “Find my phone”

    Pillar 4: Enjoy your entertainment

    Long: Control your media hands-free from the comfort of your couch. Ask Google Home to stream videos to your TV or music to your speakers with Chromecast. Just say, “ Play Stranger things from Netflix on my TV *,” or “ Play Bollywood dance music on YouTube on my TV .” No remote. No hands. Simple as that.

    Short: Control your media hands-free from the comfort of your couch. Google Home works with your Chromecast so you can start streaming your shows, movies and music on your TV* or speakers with just your voice.

    *Requires Chromecast or Chromecast built-in device. Subscription may be required

    Priority of features: (1) Voice cast to TV (2) Voice cast to speakers

    Sample queries:

    “Play Stranger Things from Netflix on my TV”
    “Play yoga videos"

    Pillar 5: Voice control your smart home

    Long: Use your voice to control the lights and turn off the TV. Enjoy support for many popular home automation systems, like Philips Hue TP-Link, D-Link and more.

    Short: Use your voice to control lights, switches and more from popular home automation systems, like Philips Hue TP-Link and D-Link.

    Priority of features: (1) Compatible smart home technologies and partners

    Sample queries:

    “Dim the lights in the kitchen”
    “Turn off the living room lights”
    "Are the lights on in the master bedroom?"

    Pillar 6: Designed for any room

    Long: Google Home fits naturally into any space. With a simple, clutter-free design and concealed LED light ring, it blends right in. There is a capacitive touch surface to adjust volume, activate your Assistant, or control audio, timers and alarms when you don’t want to use your voice. You can even customize the base with different colors and metal or fabric finishes to match your home’s style. So go ahead, make it your sous chef in the kitchen, your DJ in the living room or your tutor in the home office.

    Short: Google Home fits naturally into any space. With a simple, clutter-free design and concealed LED light ring, it blends right in. So go ahead, make it your sous chef in the kitchen, your DJ in the living room or your tutor in the home office.

    Priority of features: (1) Speaker/mic specs (2) Touch controls (3) Customizable bases

    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 #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 and #MakeGoogleDoIt
    • Send us a shout out via our Twitter handle: @GoogleIndia
    • Link to the official website: https://store.google.com
    • When referencing the product outside of Twitter, please tag other official Google handles when relevant: @GoogleIndia on Facebook and Google India on Youtube