
Retail Strategy
The focus of the new stores will be on delivering greater ‘everyday value’ to the growing middle-market shopper segment.
REBRANDING STRATEGY
By our News Team | 2021
Facebook, Instagram and WhatsApp retain their individual names, but the holding company rebrands to reflect a new direction.
As was widely predicted by social media watchers and marketing experts, Facebook has indeed changed its corporate name to Meta as part of a major rebranding strategy.
The change was confirmed by the social media giant’s CEO, Mark Zuckerberg, at the company’s recent Connect 2021 conference. However, the name change only applies to the holding company, which means that the individual social media platforms – such as Facebook, Instagram and WhatsApp – keep their existing names.
Zuckerberg’s official reason for the change is that the company believes it will better encompass what it does, as it broadens its reach beyond social media into areas like virtual reality (VR) and the much-hyped metaverse.
Meta/Facebook
Metaverse still a fairly nebulous concept
The latter remains fairly nebulous to most people, but is being described is an online world where people can game, work and communicate in a virtual environment, often (but not exclusively) using VR headsets.
Cynics are also suggested that management sees the rebrand as a way to help distance the organisation from some of the negative publicity that Facebook (the social media platform) has received in recent years. Most recently, former employee Frances Haugen has accused Facebook of putting “profits over safety” and “making hate worse”.
In his announcement, Zuckerberg said the existing corporate brand could not “possibly represent everything that we’re doing today, let alone in the future” and consequently needed to be updated to encompass future products.
Identity must reflect the new direction
“Over time, I hope that we are seen as a metaverse company and I want to anchor our work and our identity on what we’re building towards,” he explained.
“We’re now looking at, and reporting on, our business as two different segments – one for our family of apps and one for our work on future platforms.
“And as part of this, it is time for us to adopt a new company brand to encompass everything that we do, to reflect who we are and what we hope to build.”
The focus of the new stores will be on delivering greater ‘everyday value’ to the growing middle-market shopper segment.
Even if you’re familiar with Google Ads campaigns, you may be missing a few tricks of the trade, says industry expert.
But the latest study by Pew finds that YouTube rules the roost, with a massive 95% of American teens using the platform.
No surprises as Coke and Pepsi fill top spots in latest survey of non-alcoholic drinks brands. Their values rise by 7% and 12% respectively.
Want to be CMO? Prudent building of your personal brand on social media – especially Twitter – could get you there, researchers find.
When marketing sports products, brand experience may not increase satisfaction, but it can alleviate or eliminate uncertainty.
Aim is to further develop the consultancy’s digital expertise in the areas of social, experiences and content.
Created in 1932 in a small carpentry workshop in Denmark, Lego has since evolved into a huge global brand valued at over US$9-billion.
Communication firm receives recognition for its work on the 2021 Marine Protected Areas (MPA) Day campaign.
Many firms leverage social initiatives to generate positive publicity, to attract the best talent, and to keep pace with their competitors.
The knee-jerk reaction in a recessionary environment is to reduce spending on marketing. But study finds it’s detrimental in the longer term.