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  • Guest commentary: Google-Alphabet reorganization adds no brand value

    Boston Business Journal - 08/12/2015

    What has eight letters and adds no brand value? A-L-P-H-A-B-E-T. Google’s reorganization and rebranding are so far earning positive responses on Wall Street, but it’s hard to see how it adds any value to the business and there is always the possibility that the change may cause damage.

    Company name changes of this magnitude are few and far between, and usually indicate some problem with the underlying business. Philip Morris renamed itself Altria to try to get away from the taint of the tobacco business on its non-tobacco brands. Andersen Consulting renamed itself Accenture by court order when it was forced to fully separate from the Andersen accounting firm.

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