Meta: Facebook's rebrand met with skepticism amid company's ethical firestorm
Facebook Inc unveiled a new name and logo on Thursday, announcing it would rebrand as Meta. CEO Mark Zuckerberg says the name change underscores its ambitions to refocus on building the "metaverse,” however the rebrand has been met with some skepticism.
"All the same people work there, and I imagine especially so at the top of the ladder, so it seems like the same company to me," said Stanford University student Manuel Borras.
The name change comes as the world's largest social media company battles criticisms from lawmakers and regulators over its market power, algorithmic decisions and the policing of abuse on its services.
Allen Adamson, a marketing and branding export who co-founded the New York-based marketing firm Metaforce, said rebranding Facebook now makes people think Zuckerberg is trying to create a "distraction."
“Timing is everything when launching a new brand, and this timing is really difficult because for most audiences, it will appear that he's become a little bit of The Wizard of Oz,” Allen said.
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