10 Reasons Why Google Alphabet Exists - InformationWeek

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8/16/2015
11:06 AM
David Wagner
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10 Reasons Why Google Alphabet Exists

Google has been restructured, and the iconic brand now falls under an umbrella organization called Alphabet. But why? There has to be more to this story.

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10 Most Reputable Tech Companies In The US
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What's in a name? Well, if you're Google, there's enough to make it worth confusing us all by restructuring your operations under the name Alphabet. The good news is the company picked an easy enough name to remember. The bad news is that it is so generic we will probably forget that it is the parent company of Google.

Larry Page insisted that Alphabet isn't intended to be a big consumer brand we need to know. It is really more about organizing the way the company works and operates. Those services that we always associate with Google are still called Google.

So why do it?

According to the original Google blog post about the change: "We liked the name Alphabet because it means a collection of letters that represent language, one of humanity's most important innovations, and is the core of how we index with Google search!"

This actually sounds like one of those situations where a bunch of people got into a room and were asked to brainstorm names. This was the one that rose to the top because it was so bland that no one could objected.

[ This is the latest of many key moments at Google. Read 10 Google Milestones: From Stanford Dorm To Alphabet. ]

What happened to trendy Silicon Valley names like "Regurgify!," "Moneypotamus," or "The Dutch East India Company"? Why not make Google the holding company, and then have units like Google Search and Android? There must be a better reason for this name change than, "We liked it because it is man's greatest invention." I mean, if that's the only criterion, why not name the company The Wheel?

So I decided to do some copious "secret" research. And I present to you:

10 (not so) Real Reasons Google Alphabet Exists

1. Everyone at the company was too lazy to Google what comes after the googolplex. (It is called the Reynolds number.)

2. When the new Alphabet cars crash, people won't know to blame it on Google.

3. The company was running out of Doodles and figured changing the logo would help it make new ones.

4. Because Google is now sponsored by the letter G and the number 6.

(Image: Walter Lim via Wikimedia Commons)

(Image: Walter Lim via Wikimedia Commons)

5. Because if your name is the alphabet all other possible names are contained within it.

6. One of Alphabet's new companies does medical research. When it accidentally starts the zombie apocalypse, the Google brand will remain unsullied.

7. Google witnessed a murder, and this is sort of like the witness protection program.

(Image: Warner Bros. via Wikipedia)

(Image: Warner Bros. via Wikipedia)

8. New Coke was taken.

9. The company was heeding the tried-and-true advice about how to get your company name closer to the front of the Yellow Pages.

10. It is a great excuse for everyone to get snazzy new business cards.

David has been writing on business and technology for over 10 years and was most recently Managing Editor at Enterpriseefficiency.com. Before that he was an Assistant Editor at MIT Sloan Management Review, where he covered a wide range of business topics including IT, ... View Full Bio
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Melo10
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Melo10,
User Rank: Apprentice
8/17/2015 | 6:13:09 AM
Re: Daniel Kahneman's opinion of Google
For my part i really think that Google wants to diversify its activity and not only on the internet.
Technocrati
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Technocrati,
User Rank: Ninja
8/16/2015 | 8:23:00 PM
Re: Alphabet Soup

"..Alphabet comes BEFORE Amazon in the, well, alphabet. Not bad placement..."

 

@jastroff   Which is why the Chief SEO at Google probably recommended the name.

Technocrati
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Technocrati,
User Rank: Ninja
8/16/2015 | 8:21:10 PM
The Big Business of Google

Thanks Dave for adding some humor to something that is really not funny at all.

Google.   Which has become what all big businesses eventually do - an entity that is more concerned with protection of assets than anything else.

Their new company is nothing more than a shell and to claim otherwise is nothing more than a lie.

Brian.Dean
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Brian.Dean,
User Rank: Ninja
8/16/2015 | 4:38:20 PM
Re: Pending Review
In 2014, a new domain was created i.e. .xyz. Google thought that it would be nice if they had a parent company at the address abc.xyz hence, the parent company was named Alphabet. Or maybe, Alphabet was selected first and .xyz just happened to be created a year earlier. Either way, investors are fond of alphabet soup and have rewarded Google with an extra $25 billion. 
jastroff
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jastroff,
User Rank: Ninja
8/16/2015 | 4:04:07 PM
Alphabet Soup
@dave -- great article

1. Did Google use a branding agency or Ad agency to come up with the name?

2. Alphabet comes BEFORE Amazon in the, well, alphabet. Not bad placement...

3. as for the stock:

>>  Alphabet will eventually replace Google as the publicly traded company on the Nasdaq stock exchange, and all shares of Google will convert to shares of Alphabet. Company shares will continue to trade on the Nasdaq under the same GOOGL and GOOG ticker symbols. According to the SEC
JohnW76101
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JohnW76101,
User Rank: Apprentice
8/16/2015 | 2:03:25 PM
Daniel Kahneman's opinion of Google
Some call Kahneman the #1 psychologist today, he won the Nobel Prize in Economics for inventing behavioral economics.

Anyone wanting to understand Google's move last week need only look in the index of Kahneman's best selling book "Thinking, Fast and Slow."

One word summary: Hubris. 

And usually, but not always, pride preceeds the fall. We'll see...
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