Dr. Timothy Dewhirst, a marketing professor in U of G’s Gordon S. Lang School of Business and Economics, contributed a commentary to the Toronto Star about Facebook’s rebranding to Meta.

Companies commonly rebrand to signal a shifting of focus, or to rehabilitate their corporate image, he said. Facebook’s rebrand announcement coincides with its reputation coming under considerable condemnation, he wrote.

Dewhirst is a senior research fellow in marketing and public policy. His expertise includes sports, arts and entertainment marketing.