By: Brad Daly
Google, the company that seems to always be right, at least in our eyes, has made a “brilliant” move to change their corporate structure. In the Forbes.com article “Google, Again, Makes A Brilliant Branding Move”, the author, Allen Adamson, gives his opinion of Google’s move to put everything under the new brand of “Alphabet”. Adamson, a “branding expert” gives his professional opinion of Google’s move to do this and I could not agree more with him. This move for Google is enormous in that it is taking the Google brand, other companies it is associated with and everything in between, and putting it all under one umbrella.
According to Adamson, the logic behind this is to overall, become more “streamlined”, and have everything associated with one name. Within the article, Adamson suggests criteria for branding that must be met and they are certainly met in a unique way, but that is no surprise when talking about Google. When we think of Google, we tend to think of simplicity and continuous innovation. In addition to the search engine, maps, images, and now cars that drive themselves, this case is certainly no different.
According to Adamson’s criteria for branding, three things must be met. The first thing is “a brand name must break through all that aforementioned clutter. It needs to be simple and easy to pronounce and remember or, in branding parlance, “sticky.”” Second, “a brand name must tell a story”. Third and finally, a brand name must be authentic to the category.” Google and Alphabet do this with ease and accuracy, both are words we don’t tend to think about when thinking about changing corporate structure and rebranding a massive company. The qualities of simplicity, uniqueness, and ease of understanding, just to name a few, are very evident with this big change. A lot of times, we do not think of big changes such as this one as simple. However, the people at Google have certainly put their time into coming up with this one because it does not disappoint. In addition to this, in agreement with Adamson, when I hear the word “alphabet”, I think of ease and order. Essentially that is what Google is and does. It is simple to use, and it order’s information in regards to relevance to the topic being searched.
Building a brand and maintaining loyalty is not an easy task, let alone rebranding a multitude of services, products, and applications under one umbrella. However, since Google stayed simple, basic, and met all of Adamson’s criteria, this is certain to be a hit for the company as a whole, and those loyal to the Google brand. As long as Surgey Brin, Larry Page, and every one else involved with the rebrand and the “streamline” restructuring convey their meaning, message, and market properly, this will certainly be a hit for the company overall.
Adamson, A. (2015, August 11). Google, Again, Makes A Brilliant Branding Move. Retrieved September 14, 2015: http://www.forbes.com/sites/allenadamson/2015/08/11/google-again-makes-a-brilliant-branding-move/