Most corporate naming experts say Google's decision to reorganize its businesses under a new holding company called "Alphabet" is close to letter perfect.
Because it is part of Google's corporate structure, Alphabet is not likely to become part of the lexicon like "Googling" did; it will mainly be used on Wall Street.
But the name Alphabet itself is simple and fits with Google's reputation as being "user friendly and elementary," says Tom Sepanski, naming and verbal identity director of branding . . .
