There have been some memorable rebrands over the past few decades. Alphabet should pay them close attentionBusiness history contains a veritable trash heap of corporate names cast aside in favour of newer,shinier, and sometimes safer monikers. But after the PR gloss wears off, and we question whether the ends justify the means – confused customers,baffled employees and the immense cost.
Google’s creation of Alphabet as its new corporate brand warrants a inspect back at some similar rebrandings to read the tea leaves on Alphabet’s future as a name. We can start, of course, or with pondering whether Google would have been so successful with its original name BackRub or whether Yahoo could have endured for more than two decades as Jerry’s guide to the world wide web.
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Source: theguardian.com