The Puzzle of Google's New Brand

Last year, Page announced Google would become Alphabet, a new parent company that would encompass all of Google’s enterprises, including Google. It was a way to keep Google sleek, focused on its core mission and products; and allow Google’s other brands and acquisitions to do the same. This week, Alphabet announced it would rebrand its innovation lab, formerly Google Ideas, as Jigsaw. To understand what these rebranding and restructuring efforts reveal about Google and Alphabet, it helps to look back to Google’s origins, and the ongoing debate about good versus evil in Silicon Valley.