NEW YORK (TheStreet) — When your company has the kind of brand recognition that very few companies can even dream of, is changing the name a good idea?
Well, if your goals have expanded beyond just search-engine algorithms and into taking over the entire universe and your name is Google (GOOGL – Get Report), then the answer is yes. While Google’s decision to create a parent company, dubbed Alphabet, defies all traditional logic, it took a lot of courage and is a brilliant move.
As a customer of Google’s for over 15 years, I have seen the company grow from an innovator focused on the search-engine business to a multi-faceted organization that invests in everything from self-driving cars to finding new ways to extend life.