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Exactly.

Disney has Miramax for films that don't fit under the Disney brand.

Toyota has the Scion brand for quirky, weird car designs.

Google could have a brand for experimental apps that they're not sure about.

That's what Google Labs was. If they had kept Google Labs and released some of these products under that brand, people might not be as worried about them killing the full-fledged Google projects when experiments are ended.

eh, Google Labs is still very obviously Google though. the idea would be, for each new product, to create an entirely new brand with no obvious connection to Google, that Google could later bring on full time if they decide they're ready to commit

for example, "Google Allo" could have just been released as "Allo", separate website and everything, and if Google feels it's working out and is the future of their messaging platform, eventually officially bring it in to the Google ecosystem. sort of like a buyout

Use the Nexus brand for them. It's not like they're using that anymore.

I don't think Scion is a good example. They sold _exactly_ same cars under Toyota brand outside of NA market. The Scion brand was more about flat price and limited options.

And now it is dead.

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