It's a dilemma for Google: It spends very little on advertising, preferring to let its products speak for themselves (and leaving its marketing chief, David Lawee, without much of a job). And why not, since that's given it the world's most cost-effective brand. But that has left the company tone-deaf in speaking to Madison Avenue, since it hardly practices what it preaches. Finally, as I've advised for ages, Google has hired a brander-in-chief, Ogilvy & Mather's Andy Berndt.