Brand Marketing
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From Google to Facebook: Lessons From the Tech Giant’s Rebrand

Kelsey Donk
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October 26, 2021
From Google to Facebook: Lessons From the Tech Giant’s Rebrand
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This is an excerpt from MarketerHire's weekly newsletter, Raisin Bread. To get a tasty marketing snack in your inbox every week, subscribe here

By Thursday, Facebook could have a new name. The timing, as brand strategist Amber Naslund observed in this tweet, is suspicious. It also feels strangely familiar… 

In 2015, Google created Alphabet. What can that restructuring teach us about what’s to come for Facebook? 

Brand identity

We still think of Google as Google, not Alphabet, because the main properties we interact with every day are still Google products. Plus, Alphabet still trades as GOOGL. 

But the restructuring did separate Google from Alphabet properties, to a certain extent. For instance, Google now appears as a mere case study on DeepMind’s website. 

Legal issues

Google may have a “friendlier” logo now, but it continues to face antitrust lawsuits. In fact, an ongoing suit against Google for its digital ad practices was unsealed just last Friday. 

But, as the restructuring intended, those lawsuits focus on Google, not all of Alphabet’s properties.

Putting Facebook to the test 

Facebook is expected to rebrand and restructure like Google did. But in light of the Facebook Papers and after its property-wide outage, will that even matter?

Kelsey DonkKelsey Donk
Kelsey Donk is a writer at MarketerHire. Before joining MarketerHire full-time, Kelsey was a freelance writer and loved working with small businesses to level up their content. When she isn't writing, Kelsey can be found gardening or walking her dogs all around Minneapolis.
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From Google to Facebook: Lessons From the Tech Giant’s Rebrand

September 8, 2023
October 26, 2021
Kelsey Donk

Facebook’s expected rebrand won’t be the first time a major tech company has changed name and structure to appease investors and protect its properties. But will what worked for Google work for Facebook?

Table of Contents

This is an excerpt from MarketerHire's weekly newsletter, Raisin Bread. To get a tasty marketing snack in your inbox every week, subscribe here

By Thursday, Facebook could have a new name. The timing, as brand strategist Amber Naslund observed in this tweet, is suspicious. It also feels strangely familiar… 

In 2015, Google created Alphabet. What can that restructuring teach us about what’s to come for Facebook? 

Brand identity

We still think of Google as Google, not Alphabet, because the main properties we interact with every day are still Google products. Plus, Alphabet still trades as GOOGL. 

But the restructuring did separate Google from Alphabet properties, to a certain extent. For instance, Google now appears as a mere case study on DeepMind’s website. 

Legal issues

Google may have a “friendlier” logo now, but it continues to face antitrust lawsuits. In fact, an ongoing suit against Google for its digital ad practices was unsealed just last Friday. 

But, as the restructuring intended, those lawsuits focus on Google, not all of Alphabet’s properties.

Putting Facebook to the test 

Facebook is expected to rebrand and restructure like Google did. But in light of the Facebook Papers and after its property-wide outage, will that even matter?

Kelsey Donk
about the author

Kelsey Donk is a writer at MarketerHire. Before joining MarketerHire full-time, Kelsey was a freelance writer and loved working with small businesses to level up their content. When she isn't writing, Kelsey can be found gardening or walking her dogs all around Minneapolis.

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