{"id":10283,"date":"2022-02-16T21:20:52","date_gmt":"2022-02-16T21:20:52","guid":{"rendered":"http:\/\/TheNextWeb=1380657"},"modified":"2022-02-16T21:20:52","modified_gmt":"2022-02-16T21:20:52","slug":"metas-new-slogans-arent-impressing-branding-experts-or-metaverse-veterans","status":"publish","type":"post","link":"https:\/\/www.londonchiropracter.com\/?p=10283","title":{"rendered":"Meta\u2019s new slogans aren\u2019t impressing branding experts \u2014 or metaverse veterans"},"content":{"rendered":"\n
<\/div>\n

If you thought the Meta<\/a> rebrand was merely trying to salvage a tarnished reputation, Mark Zuckerberg has conclusive evidence that you\u2019re wrong.<\/p>\n

The Facebook<\/a> founder has unveiled a new set of \u201cvalues\u201d to reflect the profound transformation of his beleaguered baby<\/a>.<\/p>\n

But can the new slogans transform the company\u2019s fortunes? We asked branding experts and metaverse veterans.<\/p>\n

1. Live in the Future<\/h2>\n

The social media \u2014 sorry, metaverse \u2014 juggernaut has ditched its old motto of \u201cbe bold.\u201d In its place is the slightly ominous \u201clive in the future.\u201d<\/p>\n

Gijsbregt Vijn, the founder and managing director of Lemon Scented Tea<\/a>, a European creative agency, feels the new motto is too vague:<\/p>\n

\n

It doesn\u2019t guide you as an employee towards new grounds. It just says adopt new ways of working. Opportunity missed in my opinion.<\/p>\n<\/blockquote>\n

2. Be Direct and Respect Your Colleagues<\/h2>\n

Employees are no longer asked to merely \u201cbe open.\u201d Their new objective is to \u201cbe direct and respect your colleagues.\u201d<\/span><\/p>\n

Vijn said the aggressive tone of \u201cbe direct\u201d reduces the impact of the call for \u201crespect.\u201d He also noted issues with the emphasis on colleagues:<\/p>\n

\n

Using the word colleagues feels like an exclusive island within the world \u2014 which is an unlucky choice of words as a social interaction tech company.<\/p>\n<\/blockquote>\n

3. Focus on Long-Term Impact<\/span><\/h2>\n

Perhaps the biggest shift in messaging is \u201cfocus on long-term impact.\u201d It\u2019s a goal that Meta has been accused<\/a> of sacrificing for profit.<\/p>\n

Vijn felt this value contradicted recent comments from Zuckerberg\u201d<\/p>\n

\n

This could have been the value that would bring Meta from a \u2018me\u2019 company to a \u2018we\u2019 company. But actually, that is not the explanation Mark Zuckerberg gave in his last interview \u2014<\/span> it<\/span> focused mainly on how to innovate.<\/span><\/p>\n<\/blockquote>\n

4. Built Awesome Things<\/h2>\n

Vijn wasn\u2019t critical of every new slogan. A notable exception was \u201cbuild awesome things:\u201d<\/p>\n

\n

Personally, I love this as I believe if we engage people we can change people. This one is quite logical when <\/span>Meta<\/span> <\/span>wants to build this new metaverse. Without an awesome experience, nobody will come \u2014 and it will really motivate people internally.<\/p>\n<\/blockquote>\n

5. Move Fast<\/span><\/h2>\n

Meta has also refined the company\u2019s mercurial \u201cmove fast\u201d moto.<\/p>\n

\u201cIt\u2019s about moving fast together \u2014 in one direction as a company, not just as individuals,\u201d said Zuckerberg.<\/p>\n

Vijn didn\u2019t feel the slogan added much that was new:<\/p>\n

\n

No big change there.<\/p>\n<\/blockquote>\n

Overall, Vijn was struck by the lack of social values, such as community, well-being, and sustainability. He also said the slogans failed to mention what Meta was fighting against:<\/p>\n

\u201cEvery good story has a hero and a bad guy,\u201d he said. \u201cWell, the story of Meta<\/span> at the moment has many bad guys \u2014 think the whole privacy discussion. By not mentioning anything about that it feels less authentic and makes it a bit unreal for people.\u201d<\/p>\n

The values also failed to impress metaverse insiders. Kamie Bykov-Brett, metaverse architect at MetaHub<\/a>, said they failed to address the unease surrounding Zuckerberg\u2019s new focus:<\/p>\n

\n

These values are hardly the foundational principles that are required for the building of the metaverse.<\/p>\n

I would have liked to see values that sought to curb concerns with the \u2018Facebook\u2019 built metaverse and address concerns around inequalities such as access to technology and how long you\u2019ve been in the metaverse combined with pre-existing inequalities to magnify that disparity.<\/p>\n<\/blockquote>\n

The metaverse did, however, get a mention in the final new values.<\/p>\n

6. Meta, Metamates, Me <\/span><\/h2>\n

The shrinking pool of talent<\/a> that still wants to join Meta can look forward to a new moniker: Metamates.<\/p>\n

The ignominious sobriquet was revealed in the slogan \u201cMeta, Metamates, Me.\u201d The expression suggests that employees should prioritize the company\u2019s well-being over their own.<\/span><\/p>\n

The value is apparently a reference to the Navy phrase \u201cShip, shipmate, self.\u201d  Sources neither confirmed nor denied that the saying was coined for a ship that sank.<\/p>\n

Source<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

If you thought the Meta rebrand was merely trying to salvage a tarnished reputation, Mark Zuckerberg has conclusive evidence that you\u2019re wrong. The Facebook founder has unveiled a new set of \u201cvalues\u201d…<\/p>\n","protected":false},"author":1,"featured_media":10284,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[1],"tags":[],"_links":{"self":[{"href":"https:\/\/www.londonchiropracter.com\/index.php?rest_route=\/wp\/v2\/posts\/10283"}],"collection":[{"href":"https:\/\/www.londonchiropracter.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.londonchiropracter.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.londonchiropracter.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.londonchiropracter.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=10283"}],"version-history":[{"count":0,"href":"https:\/\/www.londonchiropracter.com\/index.php?rest_route=\/wp\/v2\/posts\/10283\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.londonchiropracter.com\/index.php?rest_route=\/wp\/v2\/media\/10284"}],"wp:attachment":[{"href":"https:\/\/www.londonchiropracter.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=10283"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.londonchiropracter.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=10283"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.londonchiropracter.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=10283"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}