Google in the Alphabet soup

At the beginning of August, Google announced that it planned to create a new public holding company: Alphabet Inc. to reflect its new operating structure. In an official Google blog, its CEO Larry Page said the business is proposing a structure in which the business funnels some profits into its more speculative ventures, like driverless cars (Google X) or Calico, which aims to extend the human lifespan. The Google name will not die. Divisions under the "Google business" will included search, ...

Changing of the guard in the smartphone market

Being an established brand adds significant extra value to a business and provides some security in poor economic conditions. For example, in Brand Finance’s list top 50 cosmetic brands by value, 19 of the 50 brands are over 60 years old, whilst 15 of them are over 100 years old. However, although brand loyalty can provide a cushion for many top brands, it cannot offer total protection from change and new competition, especially in sectors such as new technology. The mobile ...

Listen to your focus group!

Market research is neither an exact science, nor infallible, as many marketing failures will attest. Nonetheless, it is not the best idea to do the exact opposite of what your target market is telling you. On the UK’s TV version of the The Apprentice, two teams of budding entrepreneurs fighting to win a £250,000 prize fund to invest into their own business, were given the task of developing a new ‘free’, premium magazine (‘freemium’). Both teams carried out market research ...