Why Facebook’s Meta Name Change Won’t Fix Tech Giant’s Mega Problems

”Maybe they should change the name to Facebook Universe. The initials would certainly be on brand,“ one tech expert says

Ravaged by an endless hurricane of unflattering coverage, Facebook aims to transform its image with a new corporate name, Meta — and hopes to define itself as a new kind of cutting-edge company investing billions of dollars into what it believes to be the future of the internet.

Founder and CEO Mark Zuckerberg on Thursday made the name change official at the company’s developer conference Connect, saying that Meta hopes to reach 1 billion people in the next 10 years. Branding and marketing experts, however, agree that the Facebook name is too deeply entrenched at this point and the company faces an uphill battle to recast in a new and more transparent light.

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Antoinette Siu

Media and Tech Reporter • antoinette.siu@thewrap.com • Twitter: @antoinettesiu