You might hate Facebook’s new name, but branding experts (mostly) love it

Facebook has rebranded as "Meta." In a keynote address yesterday, CEO Mark Zuckerberg announced the new name as part of the company's sweeping ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ 
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Facebook has rebranded as “Meta.” In a keynote address yesterday, CEO Mark Zuckerberg announced the new name as part of the company’s sweeping ambition to build an immersive digital ecosystem called the metaverse. “Today, we’re seen as a social media company,” he said. “…Over time, I hope we’re seen as a metaverse company.” Critics swiftly accused the company of trying to distract the public from mounting legal, political, and PR crises. But there’s a more basic question at play: Is it even good branding? If Facebook wants to distance itself from its legacy as a social media giant, is this the way to do it? Elissaveta M. Brandon talked to four design and branding experts to find out. 
—Suzanne LaBarre
You might hate Facebook’s new name, but branding experts (mostly) love it. Here’s why

‘I so wanted to hate this.’

Facebook is now ‘Meta.’ The hard part of building the metaverse comes next

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Leadership adviser Victoria Song says by doing this, you’ll begin to bend the odds and make the impossible probable.

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Climate change is altering the very color of fall foliage

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Amazon’s big miss: What you need to know
Amazon posted significantly lower-than-expected 3Q earnings yesterday, a rare miss for the e-commerce giant. Earnings were $6.12 a share versus expectations of $8.92. 
Shares of Amazon tumbled almost 5% in after-hours trading. The company is facing a number of business challenges, including supply-chain disruptions and labor shortages. Amazon also indicated that the all-important holiday season could be impacted.
Amazon’s miss capped two weeks of mixed earnings for tech companies. Snap took a hit from Apple’s privacy policies last week, while Apple itself missed sales expectations on Thursday.
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