As I reported three years ago, one of Google’s chief competitors has been the beneficiary of its own algorithm. Only this time it is Facebook, and not Yahoo, to receive a vaunted PageRank of 10.

For those unfamiliar with the story, the PageRank concept was integral to the original thesis of Larry Page and Sergey Brin at Stanford. Essentially it rates the billions of pages based on a 0-10 scale regarding the number of inbound citations (or links). So while it is supposedly a play on words for Larry’s last name, the acronym is also conveniently PR (i.e. public relations).

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Some people are so adamant about the brands they identify with that their loyalty could almost be called religion. You know the type: when it is all but impossible to counter long-held opinions in a rational discussion, let alone through advertising. They simply won’t believe your side of the story, as voiced so fittingly by Apple in their latest Mac vs PC commercial.

Can companies ever overcome that kind of dogma? Maybe, maybe not. Here are a few tips on how to at least influence brand religion.

1. Be patient. Recognize that you won’t convert anyone overnight. Some auto insiders have been harsh on the new Chevy May the Best Car Win ads, but I think they strike the right chord. Ask people to give you a chance rather than an immediate sale.
    
   
2. Be visual. Show, don’t tell. Sounds great, but how do you do it? I think this is one of the most valuable lessons I learned from my mentor, Mike Levin, in his series of long tail videos.
    
   
3. Be humble. Perhaps the most important thing to remember is not to insult your audience or make outlandish claims. Recognize that there are barriers to overcome. Listen to your customers, like Microsoft did this year in rebounding with their best ad campaign since Windows 95.
    
   
4. Be pervasive, yet subtle. I often compare SEO to public relations; think of it as a soft sell. Ensure you appear at the top of Google, Yahoo, and Bing for the keywords that you know skeptics will research. That gives you the luxury to be more subtle in your marketing message, which can help you slowly win over even the most stubborn people.
    
   
5. Be smart and focus on the right competitor. Even though you can find weaknesses in seemingly impenetrable products, that makes for an uphill battle. Palm and Android are fighting the wrong battle with the iPhone. You can’t beat Apple at being cool. Instead they should be trying to knock off the OTHER major smartphone maker, RIM. It is much easier to target the antequated interface and flimsy trackballs of Blackberry phones rather than attempt to one-up Apple with features like multitasking or better contact management.
    
   
6. Be exclusive if all else fails and expect to pay for the privilege. Millions of people are unhappy with AT&T service, yet put up with it to use the iPhone.