Google's platform strategy for building brands

This event report outlines the approach that Alphabet Inc – the parent company of properties like Google.com, YouTube and Gmail – takes to building brands.

Google's "platform" strategy for building brands

Stephen WhitesideWarc

Not long ago, technology was an adjunct to marketing. But now, many brand stewards depend on platforms such as Google.com, YouTube, and the Android mobile-operating system to connect them directly with millions of consumers around the world.

All these properties are powerful brands in their own right. But the strategy advocated by Alphabet Inc. – the name adopted by Google Inc. as part of a restructuring effort announced in August 2015, and which grouped its major digital assets into a single business unit – puts far greater emphasis on simplicity, usability...

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