Facebook Debuted Its New Name Amid Its Biggest PR Crisis. Will the Timing Hurt or Help?

'Meta' may have been in the works a long time, but that doesn't free it from scrutiny

As anyone who’s watched the consumer products landscape for more than a few years can tell you, changing a brand’s name is among the trickiest maneuvers in marketing. The new name must be easy to say. It can’t have any confusing associations or other baggage. It should be memorable, too, and big enough to fill the shoes of the brand name it’s replacing.