Alphabet should rebrand their Other than search and advertising business

Alphabet Inc. should rebrand their Other than search and advertising business if they want to make serious business from it.

The “Google” brand name is for a large part of the world associated with sneaky advertising practices. Not with a solid IT service supplier. Consequently, the other than search related products under the brand name “Google” are avoided.

Why do I think this is the case? I started early with Google (then Suite) Workspace and supported several small businesses in the Netherlands to switch from Microsoft Exchange to Gmail. I also helped them with implementing Drive and G-Suite. After initial enthusiasm, I can see them all going back to Microsoft Office. They just trust the Microsoft brand more for the desktop.

If Alphabet really wants to make a serious business out of Workspace, they need to brand it outside the Google brand as a separate division under Alphabet.

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