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“You’re changing the name, not the perception if he’s still at the head of it,” says Vann Graves, executive director of VCU’s Brandcenter. “Mark Zuckerberg is his own brand, and it’s inextricably linked to Facebook. That links him to Cambridge Analytica, the 2020 election, the recent WSJ reports. So if you add this new layer of Meta, that’s great, but it only fixes the Facebook part of it and doesn’t address the Zuckerberg brand part. This was a huge opportunity that may have been missed on reframing that for Facebook, now Meta.”

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