A recent article in AdAge discusses the fact that Google - the traditional tech anti-marketer - has been investing dollars in more traditional advertising, even placing a Super Bowl ad. For a company that has traditionally let its products do the talking, this is a significant shift.

While showing up on TV more frequently, Google does not consider these television appearances to be ads so much as mini events inserted into television shows. Most of these are at least 90 seconds long, and are designed to tell a complete story. It's called "brand storytelling."

As the company shifts from an Internet search and advertising company to a more diversified one that includes operating systems, browsers and content delivery, the need to tell its story grows stronger, especially as it enters markets populated by stronger competitors. The company that once relegated marketing to a back office has now built marketing staffs in 40 countries and is dedicating a larger share of the budget to marketing endeavors.

As of August this year, Google has spent over $100 million on marketing for the year - compared to $53 million for the entire previous year. By using the power of its brand, its media presence and its marketing budget to its advantage, the company continuously garners headlines and media mentions globally.