Looking for the business lessons in Google doodles (the freedom to play with its logo on its home page) is a little like trying to learn from Apple’s miracle marketing. There is a uniqueness and freshness that is contagious in Google’s changing logo. Along with the personalization on the day of your birthday (if you are logged in, that is), Google is paving a new path, but one that few traditional brands can reproduce because of the “brick & mortar” component. The beta mentality that underscores Google’s SOP (I refer to it as the Beta Myndset) is deliciously refreshing. They have, in so doing, turned the old school marketing lessons upside down. At the same time, most brands would probably be foolish to follow this example, merely for practical reasons.