Facebook Name Change Becomes Meta
From Wall Street to Main Street to Capitol Hill, everyone is angry at Facebook. The company has been under fire since a trove of leaking internal documents sheds light on its struggles to prevent real -world damage, from political turmoil to suicides of teenagers. Everyone has something to say about Facebook, and almost none of it is good. So now, Mark Zuckerberg wants you to talk about something else.
“Now, we’re seen as a social media company, but in our DNA we’re a company that builds technology to connect people,” Zuckerberg said at the Connect conference Thursday morning, where he revealed a series of new products and ambition around. the metaverse. “It’s time for us to adopt a new company brand to incorporate everything we do, to show who we are, and what we hope to build.” He then announced a new name for the company: not Facebook, but Meta.
Facebook is one of the most beautiful brands in the world, and it fits Zuckerberg very well. In 2019, he The Facebook name has been slapped on other products of his company—Instagram, WhatsApp, Messenger, and Oculus — to remind people that Facebook is not just Facebook, but “a family of apps.” But now, Zuckerberg said Thursday, “our brand is so tightly tied to a product that it can’t represent everything we do now, especially in the future.” The new name is meant to signal the future: one beyond social media, and above all bad news.
Companies are likely to change themselves for a number of reasons. Sometimes a new name reflects new business ambitions, like when Apple released the iPhone and stopped calling itself Apple Computers. At other times, they signaled a corporate restructuring, such as when Google replaced its own Alphabet; Larry Page became CEO of Alphabet, not Google, explaining his leadership beyond search. At other times, a company seeks to distance itself from a dirty brand, such as when cigarette maker Philip Morris replaced his own Altria in 2001.
Baptizing Facebook as a Meta has some elements to all three. The company wants to define itself as a “metaverse” company, not just a manufacturer of social media products. And Zuckerberg wants more hands on new assumptions, than managing the Facebook app. It also has to give itself a way out of the past few years of dunking on Facebook, a name that has become synonymous with mistrust and skepticism (not to mention. conspiracy theories and genocide).
But if the company wants to move beyond the years of Facebook’s backlash, it needs to do more than give itself a new name. “A brand is a collection of decisions and behaviors expressed in words, actions, naming, graphic elements, digital interactions, and many other elements — not just words,” says Anaezi. Modu, the founder and CEO of Rebrand, advises companies on brand change. If Meta is still like Facebook, sounds like Facebook, and runs its business like Facebook, then people will still see it as Facebook.