Failure Stories


Rebranding Example: Facebook

"Meta" Brand: Strengths and Weaknesses

Vadim Kotelnikov

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





Facebook Rebranded

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


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.



Metaphorical Thinking

Metaphorical Life Tips

Metaphorical Business Tips

KoRe 10 Metaphoric Thinking Tools






of the Name "Meta"

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



Brand Attributes

Brand Appeal





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


Customer Experience Journey

User Experience

Customer Insight

Empathize with Your Customers

What Makes People Buy

Winning Customers

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Brand Positioning