We've already given you a heads up on Google Plus Brands when it first came out. However, Google has been getting much flak for the way they have been “integrating” Google Plus's social aspect into their search results, showing real bias for their own social site.
The bias became especially glaring last January when they launched Google Plus Your World and the social aspect of search quite obviously overlooked more relevant social results from Facebook and Twitter. This is true despite pages of people and businesses on other social sites outranking their Google Plus pages in Google's own organic results. This is also true even for social accounts on other sites that far outstrip the number of followers people have on the Google Plus account. In short, it doesn't matter how good your page is on other social sites, Google will still prefer your Google Plus page.
Well whatever the case may be, the point here is that with Google's obvious bias for their own brand services, it's even more important that as a business you do not overlook Google+ as part of your social media campaign, because whether you like it or not, Google will be more likely to suggest a Google+ page than pages from other social sites to people in your circle. While your primary audience in a social campaign are people you link to via the social site itself, don't forget that Google is still the primary gateway for people in getting around the internet. This means that you'll be missing out big time in the people that search traffic can bring thanks to Google's bias for Google Plus if you don't have a Google Plus account. So forget controversy, and go ahead and make the most out of Google+ Brands!