A panic move: Facebook Brand Endorsement
Instagram and WhatsApp are being rebranded with "from Facebook", by adding it at the end of their names. We see it as the Brand Endorsement the wrong way. Why? The bait has to be attractive for the fish, not the fisherman.
What are the 3 main reasons why Facebook Brand Endorsement is a panic move?
1. A brand endorsement by a parent brand should add credibility to the endorsed sub-brand in the eyes of the consumers
2. Instagram has a much younger and more active user base. They consider FB as the media channels of their parents (and now also their grandparents!)
3. Teenagers and Youngsters don't want to wear/use the same brands as their parents. Many brands experienced that already in the 1980's, when the first generation of parents "stayed young" and kept using brands which then their kid's considered uncool and refused to wear/buy.
Business professionals and older Instagram or WhatsApp users already know that these brands are owned by Facebook. So there is no added brand value for them. But a large number of active IG users might not be aware of that. Reminding them about exactly that fact through this brand endorsement seems pretty contra-productive and comes across as a panic-move trying to leverage back some brand equity from IG and WA into Facebook.