Google -> Alphabet

If you haven't heard already, Google Inc. is to have a new identity as Alphabet Inc. It lets the new company move away from the current core business Google and lets new/side endeavors operate more independently. We may not have the Google Car or even Google Fiber in the future; they may be branded outside of Google (most likely).

This move seems very similar to other giant corporations like Unilever and Coca Cola. The allows Google to have subsidiaries with more organization. We probably will not see Alphabet be used in too much branding, rather subsidiaries will have it's own brand. This move makes a lot of sense particularly with all the acquisitions Google has made in recent history. The prime example would probably be Nest; it was never really integrated into the Google brand.

One fear is the reduction of integration between products if the organization structure impedes in workflow.

I wonder if the stock symbol will be updated from GOOG/GOOGL to something else in the future, like XYZ (ABC is taken). Interestingly enough, Alphabet Inc. doesn't currently own Alphabet.com or @Alphabet; they do have abc.xyz though; I'm sure that the subsidiaries are much more important in branding.

Maybe Google will finally start focusing on its own branding and marketing... Something they have failed to do well in the past.