B2B marketing and communications.

Facebook: What's in a name?

This means the Mark Zuckerberg name will begin to disassociate itself from the Facebook name. Likely not an easy thing to do as a founder and CEO. Especially one as big as Facebook has become.

Facebook: What's in a name?
Photo by Jon Tyson / Unsplash

On August 10, 2015, Google 'changed its name' to Alphabet. Or, rather, Google became a subsidiary under the Alphabet parent name.

Make sense?

Here's Gwen Ifill with an overview:



It really was a reorganization. Allowing some of the top talent to rise to the top without losing the culture that made Google, Google.

The reorganization also allowed the focus to be placed on Google-related inquiries (press, Congressional, etc.) and allowing 'moonshot' opportunities to be freed from all the red tape.

The Google brand remained strong, while freeing up executives to focus on longer-term strategic initiatives.

And for the average consumer will not be impacted.

If we look back at a few key trends, we see the impact of this reorganization to the stock price and media focus on Brin and Page.


GOOG stock close, August 10, 2015: $657.12

GOOG stock close, October 18, 2021: $2,772.50

That's not a bad return.

Certainly not all due to the reorganization and name change. However my guess is a good chunk of that growth was from the focus and leadership that reorganization allowed.

Let's look at the media focus on Google's then-executives, and compare them with two other notable technology executives.



A bit difficult to tell given the magnitude of press Mark Zuckerberg receives in relation to Brin, Ellison and Page.

Let's see if multiples help tell a more detailed story.


August 2015 media multiples: 8 (MZ) : 2 (SB): 2 (LE) : 3 (LP)

October 2021 media multiples: 23 (MZ) : 1 (SB): 1 (LE) : 1 (LP)

Media mentions when from 2.7 : 1 in 2015 to 23 : 1 in 2021.

Yikes.

What does this have to do Facebook changing its name?

My guess is that the Facebook name, logo, color won't change. Much like the reorganization of Google in 2015, the Facebook name (and brand) has way too much equity built into it.

Some of this equity is bad, and that's where the 'parent' company approach will come in - take the focus off of Facebook and Facebook's incredible growth and place the regulatory and media scrutiny on 'Horizon' or whatever the parent company name is.

This means the Mark Zuckerberg name will begin to disassociate itself from the Facebook name. Likely not an easy thing to do as a founder and CEO. Especially one as big as Facebook has become.

However, with growth opportunities in front of Facebook along with detangle Mark Zuckerberg from the Facebook property, we're likely to see one of the largest stock runs in the history of stock.

And likely a slew of virtual and augmented reality products along with a great focus on defining the metaverse.

Put in that context, who needs the Facebook name?

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Jamie Larson
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