Call a duck a duck.

What does that mean?

If your brand actually represents something very simple and clear, yet you:

a) overcomplicate or confuse a simple story or
b) describe yourself as something that you are not

you are not calling a duck a duck. Read more about how this applies to both brand naming and brand positioning here.

The aptly named Chat ‘N’ Chill on Stocking Island

It’s a pretty simple rule. But every day you run into a “duck” brand that is trying to pass itself off as a canary or an ostrich or a flamingo when it is actually… say it with me… a duck.

Fortunately you find great examples of simple, smart, and descriptive branding in the most unlikely places. I happened to visit one of those places over the holiday break—a town of less than 1000 people on Great Exuma Island in the Bahamas.

George Town is a wonderful and unassuming town with sweet and interesting people. It’s a bit far off the normal tourist grid too—there are only two big resorts within driving distance, and the people who stay at them don’t seem to leave the property much, so George Town is mostly pretty quiet.

But what those who don’t visit the town miss is how the locals seem to have mastered the art of branding simplicity.

For example, my favorite place we visited on the trip was a little bar across the harbor on Stocking Island serving conch burgers and cold beer, in no particular hurry, to faithful customers who come back year after year from all around the world.

What is it called?

The Chat ‘N’ Chill.

Now that is calling a duck a duck. I can tell you from spending the better part of two days there that chatting and chilling describes about 95% of the appeal.

In fact, if you have an inability to chill, you probably would hate this spot. If you place a food order, you can expect to wait at least an hour before you get it. This is not fast food.

But what’s the rush? After all, you’ll have the best time here if you keep things simple:

Step 1) Chat
Step 2) Chill

At the risk of brand nerding out a bit too much about what is a really amazing and magical place, I just have to complement the folks who run the Chat ‘N’ Chill. They’ve built an extremely passionate and loyal community by developing a simple brand promise and name, and then delivering on it exactly as you’d dream they would. What more could you ask for?

Peace, as seen from the Peace & Plenty

A second example of simple branding done well is the historic old resort we stayed in called the Peace & Plenty (for all their branding genius, the folks in George Town do seem to have an aversion to writing out the word “and”). The picture to the left is the morning view from our room at the Peace & Plenty.

It was a pretty nice place to spend some quiet time. The Peace & Plenty has been getting the “peace” part right for more than fifty years, with the help of a staff of long-time employees like Lermon “Doc” Rolle who have kept the experience unique and intimate amidst the clutter of cookie-cutter tropical mega resorts you’ll find elsewhere in the Bahamas.

But “plenty” is also an apt descriptor. The Peace & Plenty is the only resort located right in the main part of George Town, easy walking distance from pretty much everything you might want to visit, including the ferry to Stocking Island. You can walk around the pond to Eddie’s Edgewater (a restaurant that is across the road from the edge of the water, as you might expect) for some great ribs on Friday night, you can go across the street to Minn’s Watersports to rent a boat for bonefishing, you are a few steps away from the town library, city hall, and a grocery store.

It’s a perfect spot: Peace, amidst plenty.

In the introduction to The Ad-Free Brand, I point out that some of the best and most clearly positioned brands are built by people with little or no branding experience at all, and I share these examples here as inspiration: anyone, anywhere can build a great brand!

I’m sure you have your own examples of simple, elegant branding, naming, or positioning, and if so, feel free to share them in the comments section below.

For me, Google has long been one of the poster children for a new breed of company born in the age of the Internet that doesn’t need to rely on traditional advertising to build its brand.

So, as I’m sure many of you have, I started asking myself, why exactly is Google doing so much television advertising?

It’s no secret that Google has historically not been a fan of traditional advertising. In fact, it wasn’t so long ago (2006) that Google Chairman Eric Schmidt called advertising “the last bastion of unaccountable spending in corporate America.”

And Google is certainly an interesting paradox: a company that historically does little paid advertising itself, yet makes billions of dollars selling advertising to others.

I did a little research and pieced together some history about Google and television ads.

In May, 2009, the first ad for Google Chrome appeared on television in the United States. In the blog post announcing the new spot, Google sounded almost apologetic, saying the ad was originally just developed in Japan as a web video, but it sparked a conversation and received good feedback. So Google decided to run it as a TV ad, in part as a test of the new Google TV Ads program.

The next year you may recall that Google actually bought an ad on the Super Bowl, which they called Parisian Love.

Eric Schmidt announced the spot on the Google blog, justifying it by saying “we liked this video so much, and it’s had such a positive reaction on YouTube, that we decided to share it with a wider audience.” But his Twitter announcement of the ad acknowledged that this was quite a unlikely strategy for Google:

Earlier this year, Google began developing the current set of ads for Google Chrome in partnership with advertising agency BBH.

The work is compelling, as advertising goes (here’s a link to all of the spots on YouTube, if you want to check them out). Perhaps the most thoughtful one highlights the It Gets Better Project, which has resulted in thousands of videos being created for YouTube that are intended to give hope to LGBT youths.

The Dear Sophie spot has been viewed on YouTube over 3 million times, and there are ads featuring Lady Gaga (4 million page views) and Justin Bieber (almost 2 million pages views) as well. The newest pieces highlight The Johnny Cash Project (where artists are collaboratively developing a tribute music video for Cash’s song “Ain’t No Grave”), Frank Restaurant in Austin, TX (mmm…. so delicious… don’t pass up the waffle fries), and Angry Birds.

From a branding perspective, the ads make sense–as stories. By telling these stories, Google and BBH are invoking the transitive property of branding to associate Google Chrome with some incredibly innovative collaborative efforts. The math looks something like this:

Lady Gaga = open, collaborative, innovative.

Google Chrome = open, collaborative, innovative.

Therefore, if you like Lady Gaga, you’ll like Google Chrome.

Certainly getting ten million combined pageviews on YouTube for the campaign is pretty awesome—and free—so why spend the big money to put these ads on television too? Isn’t the beauty of the Google / YouTube model that it can be effective at eliminating the need for traditional advertising?

Perhaps Google is trying to expand its brand awareness with people it can’t reach via YouTube? But why spend the money on Google Chrome, a web browser (and a term Google itself has shown that almost no one understands), rather than the Google brand itself?

My first thought was that perhaps Chrome was losing the browser wars and the television ads were a desperate attempt to keep the Chrome ship afloat.

It turns out that is about as far from true as you can get. Chrome is killing it. According to StatCounter, Chrome is rapidly gaining new users at the expense of Internet Explorer and Firefox both.

In fact, some predict Chrome usage will actually exceed Firefox usage by the end of this year.

A victory for traditional advertising?

Not so fast. Here’s a good post from late this summer highlighting Chrome’s rapid ascent and documenting the reasons for it. From the post:

“Online, Google of course has a huge marketing advantage over basically everyone else since it can recommend its Chrome browser on its web properties such as Google Search, YouTube, etc. Not even Facebook can compare with Google when it comes to sheer web presence, reaching over a billion users.

That said, Google has clearly built a very good and highly popular product. If people didn’t like Chrome, the browser wouldn’t be able to retain users to the extent it seems to be doing.”

So the two reasons for Chrome’s success come down to:

1) the browser is good

2) it can leverage the power of Google’s online advertising engine (yes, the same engine that millions of companies have raided their traditional media advertising budgets to spend more on, causing the rise of Google in the first place).

But I didn’t see Google’s television advertising strategy mentioned here, or in any other article I read, as an explanation for Chrome’s rapid ascent.

Let me sum things up:

I get why Google is making the effort to create stories like these and share them with the world. Storytelling is an extremely powerful tool for building brands the open source way.

And overall, I like the approach Google is taking—many of the stories are really well told, and the focus on open, collaborative projects and artists (not to mention tasty hot dogs) sits well with me.

But I can’t for the life of me figure out why Google spending so much of its shareholders’ money putting these ads on TV.

If you have the answer, I’d love to hear it.

[This post originally appeared on opensource.com]

Click here to view the embedded video.

Today, I’ll share a five-minute overview of the book itself, and next week I’ll feature three separate Ad-Free Brand tips.

Click here to view the embedded video.