What’s Really Wrong With the Facebook Rebrand

Facebook’s rebrand to Meta an ill-timed moved – but not for the reason you might think.

Critics say the company is trying to create a distraction from the recent criticism waged against it, but the bigger problem is that Facebook is re-branding before its vision is a reality.  “Meta” refers to the metaverse, which, CEO Mark Zuckerberg says “will enable better social experiences than anything that exists today.” But right now, that is only a vision and a brand must be more than a vision to earn trust and credibility with today’s savvy and skeptical customers.  Facebook should have waited until it changed its business and culture before introducing a new brand.

My new Harvard Business Review article explores what’s wrong with the Facebook rebrand and explains how two other companies got it right.



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