Google's founders didn't market test Alphabet's name before launching - Fortune Global Forum - video Dailymotion

Fortune

From the very beginning, cofounders Larry Page and Sergey Brin recognized the company’s enormous potential for growth.⁠ They were so confident in Alphabet’s name and purpose that they didn’t even market test it.⁠ ⁠ “I chose Google, so [Sergey] chose Alphabet,” Page said at Fortune’s #GlobalForum in 2015. “I wanted to have a name that people would be proud to work for,” he added.⁠  This year, the Fortune Fortune Global Forum will convene October 26–27 in Riyadh, Saudi Arabia, to explore the strategies that will define the next era of business growth.⁠

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00:00Did you market test that?

00:01No.

00:02Okay.

00:02I didn't want to tell anyone.

00:03Whose idea was it?

00:05Well, actually, we had a bunch of suggestions we'd gone through,

00:08but actually, Sergei I credit for really picking it out of the list.

00:13And, and?

00:14Which is only fair because I chose Google, so he chose Alphabet.

00:17I wanted to have a name that people would be proud to work for the company called that.

00:23I actually didn't want it to be too catchy

00:25because the idea really wasn't to have a consumer brand in the way that Google is.

00:30But really a brand for companies to be part of.

00:33So really it's more for employees as we think about it and for investors.

00:37I mentioned I wanted to make company kind of for engineers, like thinking about it that way.

00:43I think also as an entrepreneur who had started Google,

00:46trying to make a company for entrepreneurs also is something I think we're striving for.

Google's founders didn't market test Alphabet's name before launching - Fortune Global Forum

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