3、Meta’s new slogans aren’t impressing branding experts — or metaverse veterans
元宇宙的新口號不受專家待見——不過也許Meta才是老手
https://thenextweb.com/news/metas-new-values-arent-impressing-branding-experts-or-metaverse-veterans
If you thought the Meta rebrand was merely trying to salvage a tarnished reputation, Mark Zuckerberg has conclusive evidence that you’re wrong.
The Facebook founder has unveiled a new set of “values” to reflect the profound transformation of his beleaguered baby.
But can the new slogans transform the company’s fortunes? We asked branding experts and metaverse veterans.
如果你認為元宇宙改名只是想挽回減弱的名聲，扎克伯格會堅定地告訴你，你錯了。這位Facebook的創始人釋出了一系列“價值觀”，反應了他飽受爭議的新寵深層次的改變。
1. Live in the Future
活在未來
Gijsbregt Vijn, the founder and managing director of Lemon Scented Tea, a European creative agency, feels the new motto is too vague:
It doesn’t guide you as an employee towards new grounds. It just says adopt new ways of working. Opportunity missed in my opinion.
Gijsbregt Vijn，Lemon Scented Tea雜誌的創立者和執行董事，歐洲創新廣告公司，覺得這個新口號太模糊了：它不能指引員工向新的高地出發，它只是說要採取新的工作方式。我覺得這錯失了良機。
2. Be Direct and Respect Your Colleagues
直面並尊重你的同事
Vijn said the aggressive tone of “be direct” reduces the impact of the call for “respect.” He also noted issues with the emphasis on colleagues:
Using the word colleagues feels like an exclusive island within the world — which is an unlucky choice of words as a social interaction tech company.
Vijn說強勢語調“直面”減弱了呼籲“尊重”的力量。他還提到過於強調同事的問題。
3. Focus on Long-Term Impact
聚焦於長期影響
Vijn felt this value contradicted recent comments from Zuckerberg:
This could have been the value that would bring Meta from a ‘me’ company to a ‘we’ company. But actually, that is not the explanation Mark Zuckerberg gave in his last interview — it focused mainly on how to innovate.
Vijn覺得這個價值觀與扎克伯格最近提出的觀點衝突：這個價值觀也許會把元宇宙公司從“我”公司帶到“我們”公司。但是，事實上，這不是扎克伯格在最近的言論（主要強調如何創新）中所作的解釋。
4. Build Awesome Things
做最好的事
Vijn wasn’t critical of every new slogan.
Personally, I love this as I believe if we engage people we can change people. This one is quite logical when Meta wants to build this new metaverse. Without an awesome experience, nobody will come — and it will really motivate people internally.
Vijn並不是一味批評：我個人喜歡這個口號，因為我相信，如果你設身處地地為人民，你就能改變他們。考慮到Meta想要建立全新的元宇宙，這個口號就合乎邏輯了。沒有美好的體驗，沒人會來——這的確會從內心激勵人們。
5. Move Fast
快！快！快！
Meta has also refined the company’s mercurial “move fast” motto.
“It’s about moving fast together — in one direction as a company, not just as individuals,” said Zuckerberg.
Vijn didn’t feel the slogan added much that was new:
No big change there.
Meta公司更新的公司多次修改的口號快！快！快！
扎克伯格說：“一起快速發展——作為一個公司而不是個人向一個方向發展。”
Vijn認為這個口號沒有什麼新內容：“沒什麼大的變化。”
6. Meta, Metamates, Me
Meta，元宇宙人和我
The shrinking pool of talent that still wants to join Meta can look forward to a new moniker: Metamates.
The expression suggests that employees should prioritize the company’s well-being over their own.
The value is apparently a reference to the Navy phrase “Ship, shipmate, self.” Sources neither confirmed nor denied that the saying was coined for a ship that sank.
想加入Meta的智囊團雖然在減少，但他們還是希望提出Meta的新外號：Metamates。這個口號是讓員工做到公司利益優先，而不是他們自己的。這個口號顯然是參考了Navy的“船、同舟共濟、自我”（Ship, shipmate, self），知情人既未否定未肯定也未否定這個說法與那艘沉船的口號的巧合。
Published February 16, 2022 - 9:20 pm UTC
