WHAT’S IN A NAME?
When brands rebrand
In the past year, there have been many high-profile corporate name changes. Here are a few of the more prominent ones, followed by a brand new one – our own!
FACEBOOK TO META
Last October, Facebook CEO Mark Zuckerberg introduced Meta, a new company bringing together all of the tech giant’s apps and technologies. The name reflects a larger internal strategy shift, as well: Meta’s focus is to bring the metaverse to life. In his founder’s letter, Zuckerberg explained that the “defining quality of the metaverse will be a feeling of presence — like you are right there with another person or in another place. Feeling truly present with another person is the ultimate dream of social technology. That is why we are focused on building this.” This isn’t the first name change Zuckerberg’s company has undergone. The social networking service was originally launched as “FaceMash” in 2003, before changing its name to “TheFacebook” the following year. They dropped the “the” after purchasing the facebook.com URL in 2005 for a cool $200,000.
GOOGLE TO ALPHABET
In January 1996, Google began a research project by Larry Page and Sergey Brin. The search engine was originally nicknamed by Page and Brin as “BackRub.” It’s not hard to imagine why that name didn’t stick. A few years later, they changed the name to Google, a play on the word googol, which is a mathematical term chosen to represent the large quantities of information the search engine could provide. In 2015, Google announced a reorg, and they named the new conglomerate “Alphabet Inc.” Google remains Alphabet’s largest subsidiary.
ENGINE TO BIG VILLAGE
Today, ENGINE, the parent company of Cassandra, becomes Big Village in the U.S., Europe, and Australia. Under its new name, Big Village will operate as a global advertising, technology, and data company that unites its full range of services, including adtech, media, insights, and creative experts, together under one roof. “When we take a look at what marketing organizations are dealing with today, it’s become so complex; campaigns can no longer exist in siloes,” says Kasha Cacy, Global CEO, Big Village. “We are on a mission to rise to the challenge and solve the problems others have not been able to: providing true transparency in the programmatic marketplace, scaling niche audiences that are not neatly defined by behavioral data, and deeply integrating data and insights into the creative and media processes, to name a few.”