No surprise Google has rebranded itself "Alphabet."
In Europe, as BloombergBusiness reports, Google is in a mess of trouble. And, closer to home, so many in the business community have become tired of the company's continual changing of the rules of the search engine game.
Of course, we all have to wait and see if Alphabet can restore the entity's reputation. But we shouldn't wait too long. A pressing task at hand is the lousy image lawyers have in the U.S.
Sure, we admire the mind and performance art of a David Boies. I am grateful to the lawyer who got my cousin off without jail time for a Sitting Drunk. And without lawyers, there would have been on Perry Mason, Denny Crane, Alicia Florrick, and Saul Goodman. Regarding the latter, Goodman gives us the opportunity to forgive ourselves for trying way too hard.
That said, it's overdue that lawyers rebrand. That starts with a name change.
So, what could lawyers declare as their new moniker? Perhaps the American Association of Justice and American Bar Association should pool their resources. They could hire a marketing agency to come up with a name. Or they could run a contest.
My recommendation is that the rebranding be associated with healing. That means we could dump that fantasy concept of justice, which has been causing problems since early civilization. Justice doesn't exist. Never did. Never will.
But human beings can heal. No matter what. That's what the book and film "Testament of Youth" was all about. And that's where mediation is struggling to head.
If lawyers don't rebrand, there will be increased impetus for the best minds in the world to hack at replacing them. That is happening both through technology and alternate methods of dispute resolution (which really represent kinds of healing).