Express | Facebook changed its name and got into a death problem

Facebook announced Thursday that the company will be renamed Meta — although the social network maintains the same designation. The chosen name is intended to symbolize a new life for the technological giant owned by Mark Zuckerberg, but the truth is, in Hebrew it means the mark is “dead”. The unfortunate translation sparked laughter on social media and the hashtag #FacebookDead quickly grew.

But, after all, how is the new name of a company born? Is the translation of meaning into other languages ​​considered? And is it still possible to resurrect the Hebrew brand or is Facebook metadead in Israel?

“In the case of an international brand, such as Facebook, the translation of the new name into other languages ​​has to be taken care of. It is necessary to understand the effect it will have in other countries”, begins by saying Jorge Morgado, founding partner of CCCP, abbreviation for Companhia de Comunicação e Consultoria do Porto. Created six years ago, the company’s acronym refers to a much older and more historic meaning. “It’s the same acronym for the former Soviet Union. The name is controversial but purposeful; if there is one thing the Soviets did well, it was propaganda”, says the official who has been communicating for brands and companies for more than two decades.

If the CCCP name has been properly weighted and has an intentional symbolic charge, there are cases in which the marks are bumped into by translation into other languages ​​and end up projected for a meaning far from the intended one. Jorge Morgado remembers, between laughs, the case of the automobile Hyundai Kona model that in Portugal had to be renamed to Kauai. “It is a good example of the use of a name that in other languages ​​will mean nothing but that for the national market was disastrous”, stresses the advisor and communication director.

In the case of the inconvenient translation of Meta into Hebrew, Jorge Morgado states that “a brand that carries such a negative charge is not nice”, because “it’s not something users want to live with”.

A company like Facebook “wants to add and not divide”, observes Jorge Morgado, since it “sells prestige and notoriety”. For this reason, he argues, “it is necessary to study the meaning of the new name or new image, because even a logo can have a controversial symbolism in other cultures”.

As a rule, Jorge Morgado clarifies, “the choice of name is a more commercial challenge and is the responsibility of communication or advertising agencies”, which “work from the idea and values ​​that the client wants to convey to the public”, such as as solidity, innovation, irreverence or power, among many other possible attributes. “It is from this strategic orientation that the naming”, adds the 51-year-old specialist.

Also heard by Expresso, Carla Mendonça, general director of the communication and advisory agency “MSimpacto”, confirms that “it should be considered all the possible meanings that a new brand can have in different languages ​​and cultures”. Even more, he advocates, when it comes to “a brand like Facebook, which has to be transversal”. “We are not talking about a homemade brand. It has to be studied by a team with elements from different areas”, stresses Carla Mendonça.

To achieve the desired impact, lists the owner of the communication agency founded 21 years ago, “first you have to think about what the business focus is, so that the face matches the grimace”, and also “It is necessary to understand the company’s own history to create storytelling about the brand”.

But now that Facebook’s new name has been announced to the world, is it still possible to resurrect the Meta brand in Israel? “Inevitably, what will eventually happen is a rebranding – even if it is only local, to avoid such a negative and heavy meaning. I believe it will no longer be called Meta for Hebrew-speaking users”, Jorge Morgado predicts.


Source: Expresso by expresso.pt.

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