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Branding

Facebook didn’t seek outside advice in renaming itself Meta. Branding experts say that may prove a mistake.

When even a small company considers a new name, it often turns to branding consultants who specialize in that very job. But when Facebook FB, +2.11%, the social-media giant whose reputation has taken a significant hit in recent months, decided to come up with a new moniker, it apparently saw no reason to hire experts…

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