Digital marketers, including our own Founding Partner and Chief Strategist, Alex Lirtsman, discuss the branding implications of Google’s rebrand with Direct Marketing News.

“Structurally, Alphabet gives the company the wherewithal to innovate without drawing from or casting a shadow on the core business. Google is a search engine and it’s also a venture fund. This allows them to say, ‘We’re a long-term venture fund, but we’re not going to be focused on what the quarterly numbers look like to affect what we’re doing.”

To read the full article, head here.