Inside of google? (That's what I'm referring to with dog fooding, to convince your employees to use a substandard product "for the good of the company").
Google probably has "google search rocks" internal ads. They probably don't have "hey guys could you stop using bing for a bit and try our search engine?".
Sorry, I got sidetracked from the dogfooding main point. I'm pretty sure google don't need ads to cajole their employees into using their search. I was referring to their public ads.
This does seem true for the google ads. An overriding theme in them does try to make Google appear more friendly and likeable, rather than to grab more user share.
Although reinforcing a brand is still a big part of attracting and keeping customers. If Coca-Cola stopped advertising, they'd definitely lose sales.
