Is Alphabet a Suitable Name for Google's Umbrella Company?

Google, once simply a search engine, has evolved and expanded into a diverse umbrella company through its rebranding to Alphabet. This transition aimed to clarify the brand's purpose and maintain a clear separation between the core search engine and its various business ventures. In this article, we will examine the reasoning behind the choice of the name 'Alphabet' and suggest alternative names that could also serve the brand identity well.

Reasons for Choosing 'Alphabet'

At its core, Google is synonymous with 'search.' However, as the company expanded into different sectors, it became necessary to establish an umbrella company that could encompass its diverse business interests. The choice of 'Alphabet' as the new umbrella company name is strategically appropriate for several reasons.

The word 'Alphabet' itself is a clever play on words, representing the beginning of the alphabet from 'A' to 'Z.' This signifies the broad range of businesses and sectors that the company now operates in—a perfect metaphor for the diverse and expansive nature of Alphabet's ventures. It's a clear and concise name that resonates with the idea of exploration and innovation, which aligns well with Google's mission.

Alternative Names Suggested: Numbers

A more numerical approach could also be used for the umbrella company, as it follows a similar thematic structure to the name 'Googol,' which the original Google name was inspired by. The theme of numbers has the added advantage of never running out, given the infinite nature of numbers themselves. Thus, a name like 'Numbers' could be considered as a fit for Alphabet, aligning with the idea of broad and diverse expansion without the limitations of the alphabet.

The Googleplex Story

While 'Alphabet' and 'Numbers' serve as strong contenders, it's also worth considering the title of Google's campus, 'Googleplex.' The name 'Googleplex' is deeply rooted in the history and culture of the company and can communicate a strong sense of identity and heritage. However, since the aim is to establish a new brand identity for the umbrella company, 'Googleplex' might not be as suitable. Nonetheless, marketing and branding strategies can draw on the legacy and culture of Googleplex to ensure a cohesive identity for the new company.

Larry Page's Vision for Alphabet

According to Larry Page, the co-founder of Google, the purpose of the new company structure is to enable Alphabet to be a holding company with a focus on independence and brand development. In his introductory note on the Alphabet website, he highlighted that:

"Alpha is investment return above benchmark, which we strive for! I should add that we are not intending for this to be a big consumer brand with related products—the whole point is that Alphabet companies should have independence and develop their own brands."

This perspective emphasizes the need for a name and identity that reflects the company's commitment to innovation and independence across different sectors. 'Alphabet' perfectly encapsulates these values, allowing each subsidiary within the company to thrive and develop its unique identity.

Conclusion

In conclusion, 'Alphabet' stands out as a suitable name for Google's umbrella company due to its thematic relevance, broad appeal, and the ability to communicate a story of diversity and innovation. While alternatives such as 'Numbers' or 'Googleplex' present strong contenders, 'Alphabet' remains the most fitting choice for maintaining the integrity and mission of the company. The new name will allow Google to continue to innovate and expand into various sectors while retaining the strong brand identity it has built over the years.