On Monday, Google announced the biggest movement as a company after 11 years: All its services are transferred to a new operator called Alphabet (www.abc.yz).
The upgrade of the company to separate entities under Alphabet allows "a larger scale of management, as we can run things independently that are not very relevant," the statement said.
Ο page και Sergey Brin θα είναι στην Alphabet σαν Διευθύνων Σύμβουλος και Πρόεδρος αντίστοιχα και όρισαν το ανερχόμενο αστέρι της Google Sundar Pichai σαν Διευθύνων Σύμβουλος της machineς αναζήτησης. Φυσικά, κάθε εταιρεία θα έχει ένα CEO, και ο Page και Brin θα επιβλέπουν, θα υποστηρίζουν, και θα καινοτομούν σε όλες τις εταιρείες του χαρτοφυλακίου.
Αλλά πέρα από την καλύτερη διαχείριση και την εστίαση, υπάρχει άλλη μια εξήγηση στην movement αυτή: το Branding
Ο 12ος κανόνας του marketing που περιγράφονται από το Al Reis και τον Jack Trout στον κλασικό οδηγός της εμπορίας, και στους 22 αμετάβλητους νόμους του marketing, είναι “Ο νόμος της lineof expansion.”
Reis and Trout advise companies to resist the pressure to expand their share capital.
Do not spread too thin and not try to be everything for everyone.
This also applies to product lines: Extending your product line into unproven areas is risky. While most companies believe that the power of a Brand will help them sell new ones products, often the new product harms the old. And the Brand is tarnished in this way.
Google is not an ordinary company.
And the second rule of the company is "It's better to do one thing really, really well."
Google explains: "We search. With one of the largest research teams in the world that focuses exclusively on search engine optimization, we know what we do well and how we can do it better. ”
But how does it explain non-search services like Gmail and Google Maps? Google connects these products with the search:
"Our commitment to improving search helps us apply what we have learned to new products, such as Gmail and Google Maps. "Our hope is to bring search power to unexplored areas, and to help people gain greater access to and use of ever-expanding information in their lives."
OK, it looks like Google has managed to link these related products. Search affects how one finds an address on the map, and the new Google Photos certainly has its place under this Branding.
But how do you explain Calico, a Google company "for health, wellness and longevity"? Or a glucose detection contact lens? It just can't. Google has gone far beyond the promise of the original Brand name.
So Google had basically two options:
1. Να αναπτύξει το brand name της από “την οργάνωση των πληροφοριών του world” σε κάτι αρκετά πιο ευρύ ώστε να περιλαμβάνει το σύνολο των projects του Brin και του Page.
2. Keeping Google focused on its true brand name and leaving what it does not fit.
After all, how can unmanned cars connect to Gmail? Somewhere here comes Alphabet.
That is why Page and Brin had to create a new holding company, Alphabet, with a new brand.
They had to make sure that this brand is broad enough and reflects their vision to make the world better through bold innovation projects.
With information from VB