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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?
