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: 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, 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 from beyond its own team. The company, which announced Thursday its new corporate identity as Meta, said in a statement to MarketWatch, that “the name, logo, and wordmark were all created internally.”

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