Google is dead. Long live Google.

This morning, we all met Alphabet.

“What is Alphabet? Alphabet is mostly a collection of companies. The largest of which, of course, is Google.” Larry Page

The Google Empire
Image Credit: Daily Infographics

For many years, Google has been growing its portfolio of brands, according to the transformative vision of its co-founders. Sometimes relevant to Internet search, sometimes not. The pursuit has lead to a chaotic brand house and increasingly wary investors.

The new architecture allows for the parent brand to operate with strategic independence from its children, pursuing new projects or investments without interfering existing brands (such as Google, Life Science and Nest). Sergey and Larry can keep on being nerdy, curious, man-child-geniuses.

“Alphabet is about businesses prospering through strong leaders and independence. The whole point is that Alphabet companies should have independence and develop their own brands.” Larry Page

Will Dubai brands follow suit?

Like Alphabet, Dubai’s biggest entities have history of incubating a wide range of child brands leading to an unwieldy array often confusing to stakeholders in the general public.

The house of brands approach applied by Alphabet is one solution to promote individual brand autonomy within a formalized brand architecture.

Today we are in the midst of a strategic rebranding exercise with one of the biggest technology brands in town. Stay tuned to see what approach we take.

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