Fritinancy

Facebook's Meta-morphosis

After teasing us for months with talk of a corporate name change and of a “metaverse” that will bring physically distant people closer together, Facebook sent shock waves around the world by …

Just kidding, folks! Facebook founder/CEO Mark Zuckerberg shocked precisely no one who was following the company’s October 28 Connect conference. Instead, his company did what it always does: something predictable, clunky, and imitative. It’s staking a claim in the “metaverse”; ergo, the new corporate name is Meta. (Product names, including the Facebook social-media platform, remain unchanged.) From the new About page: “The metaverse is the next evolution of social connection. Our company’s vision is to help bring the metaverse to life, so we are changing our name to reflect our commitment to this future.”

If you think you’ve seen logos like this one before, you’re right. Read James I. Bowie’s analysis of how the Airbnb “loop” logo, introduced in 2016 to general disdain, has triumphed in the design world.

 

Nugget, Nugg, Nug

The stimulus for this inquiry came from Simulate, a newish “bioengineered food” company with a brutally honest name and slightly unsettling packaging.

Simulate chicken-flavored modified-wheat-protein Nuggs. I can’t explain why one package says “chicken” and the other doesn’t, or why the chicken looks so skeptical. Is this an example of suicide food? Or just a normal poultry gaze?

 

The Simulate company was founded in 2018 by a 19-year-old “serial tech entrepreneur,” Ben Pasternak; it’s based in New York and maintains a tech-y affect in its marketing. (Its slogan is “Upgrading the World to a Positive Food System”; the package instructions include “Pull Tab to Install”;  the website includes a “changelog” of product updates, with version numbers.) The company filed for trademark protection for “Simulate” and “Simulate Nuggs” in 2021. The latter filing stipulates: “NO CLAIM IS MADE TO THE EXCLUSIVE RIGHT TO USE ‘NUGGS’ APART FROM THE MARK AS SHOWN.”

So what is this thing called “nuggs,” anyway?

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"Forsake your namesake"

Let the record show that I consume neither whisky (as it’s spelled in Scotland and Canada) nor whiskey (Ireland and the U.S.) and that, as fond as I am of my Irish and Irish-American friends, I am not a fan of St. Patrick’s Day, which in San Francisco, at least, might as well be called St. Inebriate’s Day. 

Still, for some reason I’ve been targeted on New Twitter by a promotion for Bushmills USA, the Jersey City arm of Old Bushmills Distillery of County Antrim, Northern Ireland. And the ad has been breaking my head.

Word of the week: Elevated

Suddenly, it seems, elevated is everywhere all at once.

New from me on Medium: All about Oscar

How did that gold-plated statuette get its name? I dive into the theories—is “Oscar” industry jargon for “oscillation”?—and pick a favorite, just in time for the 95th Academy Awards ceremony on March 12.

Read All about Oscar (friend link)

Name review: Five new(ish) tech companies

It’s been a while since I’ve done one of these roundups, hasn’t it? Let’s take a look at some names making headlines in the tech world. In alphabetical order:

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All in the family

Sure, you’ve got your Mother’s cookies (founded in Oakland!) and your Dad’s Old Fashioned root beer (named in honor of founder Ely Klapman’s father). But they’re not the only kinship-name brands on the supermarket shelf.

February linkfest

I’ve started listening to the “Tech Won’t Save Us” podcast, expertly hosted by Canadian tech critic Paris Marx, who’s joined each week by an expert who critically examines “the tech industry, the powerful people who helm it, and the products and services it unleashes on the world.” Separating tech from politics, says Marx, “has consequences for us all, especially the most vulnerable.” I’m looking forward to reading books by two recent guests, Malcolm Harris (Palo Alto: A History of California, Capitalism, and the World), and Edward Niedermeyer (Ludicrous: The Unvarnished History of Tesla Motors). Niedermeyer introduced me to the useful word autonowashing, “the practice of making unverified or misleading claims which misrepresent the appropriate level of human supervision required by a partially or semi-autonomous product, service or technology.” (More -washing compounds here.)

 

“Tech Won’t Save Us” logo tee

 

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Word of the week: Bard

Google has a new AI-assisted chatbot, and—surprise!—it isn’t called GoogleAI. It’s called Bard, which is an excellent name and not, I’m told on good authority, an acronym, a backronym, or an eponym.

Image via Tom’s Guide

 

Too bad about Bard’s snafu* last week when it attempted to answer a question about NASA’s** James Webb Space Telescope. But I’m here to praise Bard, not to bury it in smarty-pants ridicule.

The Bard of Avon, aka William Shakespeare of Stratford-upon-Avon

 

A new tagline for De Beers

For the first time in its 135-year history, the giant diamond company De Beers has a “global ambassador.” And for the first tine in 75 years, it has a new tagline. Bye-bye, “A Diamond Is Forever,” hello “Where It Begins.”

Lupita Nyong’o in a full-page ad in Town and Country, February 2023

I take a look at the history of De Beers advertising in my latest story for Medium, “All That Glitters: Diamonds and the Cultivation of Desire” (friend link).

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Blog bonuses:

I first wrote about diamond advertising way back in 2008.

For an excellent overview of the worldwide diamond trade, I recommend The Heartless Stone by Tom Zoellner (2006), which remains relevant today. Thanks to Mike Pope for recommending it to me many years ago.

De Beers was founded in 1888 by the British capitalist and imperialist Cecil Rhodes, but unlike Rhodesia (now Zimbabwe and Zambia), Rhodes University, and the Rhodes Scholarship, the company isn’t named for him. Instead, it takes its name from two Dutch brothers named De Beer on whose South African farm diamonds were discovered. Rhodes, who had moved to South Africa in 1870. got his start in the diamond business by renting water to miners.

January linkfest

Do hobos still ride the rails in America? Indeed they do, and City of the Rails, a new podcast from journalist Danelle Morton, gives you a firsthand look at their lives. Danelle had a personal reason for her quest: Her daughter left home to hop freight trains as soon as she received her high school diploma. Between attempts to locate “Ruby” (yes, nerds, Ruby on rails), Danelle investigates the history of the railroads, talks to current and former hobos, and seeks answers from train engineers and rail cops. New episodes drop on Wednesdays; prepare to listen to a couple minutes of ads before the podcast begins. A personal note: Danelle and I go way back, to the beginning of our journalism careers, and she got in touch a couple of years ago when she was brainstorming a title for the podcast. I’m delighted at the result! Available wherever you get your podcasts.

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Have you read my latest story for Medium? It’s about my attempts to use Chat GPT and other AI tools to create brand names and taglines. This friend link will bypass the paywall.

 

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