Larry Page

Denny Hatch is the author of six books on marketing and four novels, and is a direct marketing writer, designer and consultant. His latest book is “Write Everything Right!” Visit him at

Heather Fletcher is senior content editor with Target Marketing.

In a surprise move on Aug. 10, Google announced plans to create a new public holding company, Alphabet Inc. ... For those of us who must work in the same pen as the giant elephant (Google), any burp or grunt is usually cause for alarm, often followed immediately by handwringing.

First, breathe. Google Search isn’t going away just because Alphabet is replacing Google in public trading, assures Google Co-founder Larry Page.

Google announced on Sept. 26 an update to its search algorithm. Hummingbird, which ironically is the only bird that can fly backward, was announced in the garage where the company was founded 15 years ago. This indexing update launched approximately a month prior to enhance the Caffeine ranking update from 2010, with an estimated impact on 90 percent of all searches. … Hummingbird’s core is a deeper focus on voice and intent with increased query expansion because it better understands longer natural language queries and environmental context. This aligns to a patent Google was granted on Sept. 17, 2013—Synonym Identification

Say you need a latté. You might pull out your phone, open the Yelp app and search for a nearby cafe. If, instead, you want to buy an espresso machine, you will most likely tap Either way, Google lost a customer. Google remains the undisputed king of search, with about two-thirds of the market. But the nature of search is changing, especially as more people search for what they want to buy, eat or learn on their mobile devices. This has put the $22 billion search industry, perhaps the most lucrative and influential of online businesses, at its most

The price tag for some of the most iconic logos of all time varies drastically. While some of the most iconic brands in the world cost hundreds of millions of dollars to create, others got away with a check for just $15. Some spent nothing. A good logo is crucial for a company's branding strategy. While Pepsi recently redesigned its bottle, it decided to keep its logo, which it redesigned in 2008 for $1 million. (Signing Beyonce as a multi-year brand ambassador cost the company $50 million.) Stock Logos—a site that offers, well, stock logos—has compiled a list that reveals

1) November 1936: The U.S. government starts issuing Social Security numbers. 2) June 8, 1949: George Orwell's "Nineteen Eighty-Four" is first published. 3) Some time in 1971 (the specific date is lost to history): IBM engineer George Laurer creates the Universal Product Code (UPC). 4) Jan. 23, 1973: Inventor Mario Cardullo is issued a patent for a memory-equipped passive radio transponder device—a precursor of RFID (radio-frequency identification) technology that will allow for everything from E-ZPass tags for electronic toll collection, supply-chain management at retailers like Walmart, and the "Internet of Things," an interconnected world of billions of radio-tagged consumer products.

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