I often wonder whether the relationships between brand-less factions in (and across) organizations has more of an impact than the official PR-heavy moves made under the institutional brand.<p>Take, for example, the changes that have happened at Microsoft since Ballmer&#x27;s departure. I have a hard time imagining the branching GitHub&#x27;s Atom to make an open source &quot;light IDE&quot;, deprecating IE, and Google&#x27;s using TypeScript for Angular2 happening while Ballmer&#x27;s faction was in power. Microsoft has the same name, but it&#x27;s acting like a very different beast.<p>I&#x27;m not sure how one could observe these factions cut across institutions, but I&#x27;d be interested if anyone has any suggested readings.