For years, Google has succeeded in building the most valuable brand of the world while hardly doing any traditional advertising.
Whether it’s through technical innovations or with anecdotes, Google succeeds to appear in the media very often against a very sharp marketing budget.
Having said this, let’s not forget that Google isn’t always number one. It’s actually pretty common to see Google struggling in other domains than search.
The most typical case is probably the web browser Google Chrome, which seems to be the exception to Google’s marketing rule of not marketing in a traditional way. It started in Japan with a TV advertising (pretty conceptual) in the beginning of the year and more recently in the States.