Jim Prior, CEO de The Partners y Lambie-Nairn
Jim Prior, CEO at The Partners and Lambie-Nairn, made an insight analysis about Alphabet, the new conglomerate absorbing Google -owned by Google cofounders Larry Page and Sergey Brin-, which congregate Google and all its small technology initiatives. For the branding expert, the new name is disappointing; it fails to agree with the original and cooler spirit which has portrayed Googles successful development. Larry Pages memo introducing Alphabet is a masterpiece in rebranding communication. Regardless of how many copywriters it took to create, it feels deeply personal; honest; sensible; and, in places, inspiring Prior said. Until you get to the very last line of the statement and they confess that the name does not yet sit comfortably in their own minds. For Prior, Google, as a name, is unlike anything that came before it. Is unique, its elegant to say. Its an adaptation of a real word which made it unique and entirely ownable; while Alphabet is simple and distant. When you create a new brand for an organization, the task is to codify its messages into its name and identity. Brands don’t deliver themselves in the market with thousand-word essays attached; they rely on their primary identity assets to transcend detailed analysis and convey meaning that lodges in the mind. This rule applies equally for a corporate holding company brand as for a consumer brand. Alphabet doesnt do it for me Prior asserted. According to Prior, the web address abc.xyz is a wonderfully elegant, quirky and memorable idea, but in brand strategy terms, Alphabet needs significant further work to be done.
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