Will Facebook’s Rebranding of Instagram and WhatsApp Boost Its Rep or Hurt Theirs?

Industry reactions to the move have been negative or indifferent

Is adding “From Facebook” to the branding for the social media giant’s Instagram photo- and video-sharing network and WhatsApp messaging application a good move, a bad move or inconsequential?

Writer and business coach Jason Aten opted for the second, saying in his post on Inc., “Let’s put this in context: This branding move would be like buying a successful line of luxury boats and renaming them ‘Yachts From Titanic.’”

The social network confirmed this week that Instagram and WhatsApp will be rebranded Instagram From Facebook and WhatsApp From Facebook, respectively, with a spokesperson saying, “We want to be clearer about the products and services that are part of Facebook.”

However, Rebecca Rosoff, co-founder of independent boutique agency The Kimba Group, pointed out in an interview that “in the culture of abbreviation and emojis, today’s best practices for brand naming conventions do not include going from one word to three.”




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