Mark Zuckerberg is the worst brand spokesperson for Meta right now

Steve Jobs is certainly one of, if not the, best-ever instance of an organization government who doubled as advertising and marketing spokesperson. The black turtleneck, the denims, the understated however infectious enthusiasm and drive—all grew to become synonymous with the Apple brand. It’s a super that many executives and firm founders have been chasing, lengthy earlier than Jobs’ dying in 2011. At this time, in 2021, we discover ourselves in an period of the superstar founder, by which folks already well-known for their profitable personalities, comparable to Rihanna, Ryan Reynolds, and Dwayne Johnson, aren’t simply brand ambassadors however they’re additionally homeowners tying their million-dollar personas to their manufacturers.

Now, scroll by the feed of different executives who’re additionally the face of their manufacturers. There’s Elon Musk, in fact, however a lot of his work takes place by way of Twitter and never video. There’s the excessive stagecraft of Jeff Bezos, however a lot of that has been in service of his private brand, or Blue Origin, fairly than Amazon. So maintain scrolling . . . scrolling . . . and ultimately you’ll land on Mark Zuckerberg.

You don’t want an Oculus headset to see that distinction when Zuckerberg hosted the Meta rebrand infomercial. He and a bunch of executives—who should not be capable of inform Zuckerberg that his have an effect on on video isn’t essentially what most individuals discover partaking or endearing—stroll viewers by limitless demonstrations of how Zuckerberg and his firm see the way forward for expertise shaping our lives. It’s all delivered by way of the form of utterly pure conversations that people have with each other and peppered with easter eggs to Zuckerberg’s most meme-worthy, Sweet Baby Ray’s moments.

This sort of charismatic tour-de-force popped up once more this week, when Zuckerberg posted a video of himself making an attempt on an experimental haptic glove, which permits customers to “really feel” issues in the metaverse as in the event that they have been bodily objects. In the 45-second clip he says two phrases: “Fist bump.” Um, no thanks, Mark, we’re good.

No marvel Iceland hilariously parodied his Meta approach, with a lookalike pitching his concepts for “a revolutionary strategy on tips on how to join our world, with out being tremendous bizarre.”

This isn’t about Zuckerberg’s persona, which is clearly subjective. At a time when Fb has recast its path ahead with its rebrand as Meta—a transfer inescapably tied to eliding the laundry record of controversies dogging the Fb identify—sticking with its founder as the main face (and voice) of the new firm signifies that everybody nonetheless sees Fb, by no means thoughts that the phrase Meta is peeking over his shoulder.

“You’re altering the identify, not the notion if he’s nonetheless at the head of it,” says Vann Graves, government director of VCU’s Brandcenter. “Mark Zuckerberg is his personal brand, and it’s inextricably linked to Fb. That hyperlinks him to Cambridge Analytica, the 2020 election, the latest WSJ experiences. So should you add this new layer of Meta, that’s nice, however it solely fixes the Fb a part of it and doesn’t deal with the Zuckerberg brand half. This was an enormous alternative which will have been missed on reframing that for Fb, now Meta.”

One factor that makes Huge Tech distinctive amongst main companies is simply how carefully the brand photos of so many corporations are tied to their founders and chief executives. Amazon and Bezos. Apple and Jobs. Tesla and Musk. Twitter and Jack Dorsey. And naturally, Fb and Zuckerberg. It is sensible, as a result of for many of those leaders, that they had their visions lengthy earlier than their merchandise and corporations grew to become ubiquitous. On a regular basis persons are enthusiastic about the lives and opinions of Huge Tech leaders in a approach they only aren’t in, say, the CEO of Visa (sorry, Mr. Kelly).

Graves says that folks’s altering attitudes towards manufacturers, significantly post-2020, signifies that they anticipate greater than a great product and brand, but additionally an organization they will respect. “He’s a younger CEO who created one thing superb, and for some folks that’s sufficient,” says Graves. “However with the altering attitudes of customers, the issues from dad and mom about their children, there’s now an expectation of accountability. And that’s why I feel they missed a possibility.”

Leaders are nice spokespeople once they add a beating coronary heart behind the brand. Their humanity, their character, turns into intertwined with the firm and what it stands for, giving folks a face with which to affiliate their emotional connection to the brand.

For Zuckerberg and Meta, that could be the drawback. It’s his face, and the emotion is anger.