"What have you Googled lately?" Ask anyone that question 10 years ago, and you would have gotten a strange look. But now, Googling is a part of life. When we need something, increasingly, we search for it on the Internet.

From a branding perspective, Google has much in common with the Kleenex's, Xerox's and Rollerblades of the world. It's a brand name that has become the name for a category-a far cry from the time, not that long ago, when only the urban hipsters with Tony the Tiger shirts knew what Google was.