Stop adding 'core' to things, brand. It doesn't make you sound young and hip, it makes you sounds like a corporate stooge desperately trying to relate to the kids.
Same goes to Twitter brands trying to sound human and marketing discovering memes.
Memes have been ruined for me because I have to wonder which ones are forced by advertisers and which are organic.
Insert Thing here-core has always been about consumer identity so this is the obvious next step. If anything, I'm surprised it took this long.