Brand

Name

Failure Stories

 

Rebranding Example: Facebook

"Meta" Brand: Strengths and Weaknesses

Vadim Kotelnikov

Vadim Kotelnikov, founder of 1000ventures - personal logo Vadim Kotelnikov

Founder

   

 

 

Facebook Rebranded

Facebook's new company name Meta is a reference to the Greek term for 'beyond', according to Mark Zuckerberg.

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Examples of 'Meta' things

Metaphysics is an abstract theory with no basis in reality.

Metalanguage is a language operating on a higher level to describe properties of the plain language.

Metastasis is a pathogenic agent's spread from an initial or primary site to a different or secondary site within the host's body.

 

Meta

Metaphorical Thinking

Metaphorical Life Tips

Metaphorical Business Tips

KoRe 10 Metaphoric Thinking Tools

 

 

 

 

 

Strengths
of the Name "Meta"

The name "Meta" is short, intriguing a bit,... That's all strengths.

 

Brand

Brand Attributes

Brand Appeal

 

 

 C

 

Weaknesses
of the name "Meta"


Looser Connection with People

Is the company "Meta" for people or "beyond"?

Yes, there are "enthusiasts" who are keen to be the first to try something "beyond", but "enthusiasts" is a small portion − less than 1% − of all people.

Language vs. Metalanguage

Physics vs. Metaphysics

Stasis (faction) vs. Metastasis

Language, physics, and stasis are commonly used, while metalanguage, metaphysics and metastasis are unlikely to be embraced by many.

So, sense-wise the name "Meta" for a service company is quite weak.

The company depositioned itself by this rebranding.


Competitive Differentiation

"Google" means "huge". "Meta" means "beyond".

"Huge" or "beyond" attracts more service seekers?

Competitive differentiation of "Meta" is weak as well.

 

Customer Experience Management

Planning

Customer Experience Journey

User Experience

Customer Insight

Empathize with Your Customers

What Makes People Buy

Winning Customers

How To Market a Radically Innovative Product

Differentiation

Brand Positioning