Why Alphabet May Spell Good News for Google’s Brand

But will it expose underdeveloped projects?

Late Monday afternoon, Google shook up the tech landscape by changing the name of its corporation to Alphabet. Its core advertising and media business—which includes YouTube, digital advertising, Maps and Android—will continue to be called Google. At first glance, it's a bizarre marketing move, but experts say the new structure won't hurt Google's brand.

@laurenjohnson lauren.johnson@adweek.com Lauren Johnson is a senior technology editor for Adweek, where she specializes in covering mobile, social platforms and emerging tech.
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