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- Elon Musk revealed last week that Twitter has rebranded as X.
- Users of the site mocked and condemned this move.
- Some experts claimed that it had destroyed a well-known brand. Some experts said it was a new beginning that needed to be made.
This week has been a whirlwind for Twitter or X, whatever you call it.
Elon Musk, the owner of Twitter's newly acquired platform, decided last Sunday to change its direction. The iconic bluebird in flight and its lingo are gone.
Some, such as Jenn Takahashi of Takahashi PR in San Francisco, and the dynamic personality behind Best of Dying Twitter have described the decision to do this as a form of brand suicide. Insider spoke with other branding experts, who said that Musk could use this as an opportunity to clear his slate and present a less controversial vision for the platform.
Musk announced the change last Sunday, saying that it would eventually become "everything" and allow users to "conduct their entire financial world" through it.
Elon Musk (@elonmusk), July 25, 2023
Many users were outraged when they heard that the platform's mainstay would be renamed X and come with a darker logo and image.
One user commented, "I didn't even know that you rebranded and I was looking for Twitter Verified and scrolled past your X symbol, thinking it was a adult entertainment website."
Another person said, "I don't call it X."
A former Musk-loyalist, who once slept in the office of Twitter before being fired, hinted that Musk was "destroying" the brand or product.
Analysts and branding agencies that spoke with Bloomberg stated that the company may lose billions in brand value.
Takahashi said to Insider she wouldn't have stayed if she had worked at Twitter. (She won't call it X., she said.)
Takahashi, who was Twitter's former PR manager, said that if he had insisted on rebranding as 'X', he would have quit. The company got rid of their communications department in November. Imagine how difficult it would be for a PR to keep track of all that. "Okay, I'll just check out what 'X" has done in the news today."
Best of Dying Twiter July 29, 2023
Takahashi believes that Twitter's value is embedded in the history of pop culture. She said that Twitter was unique in that it took a verb like "tweet" and made that their own.
Takahashi explained: "You might hear the word tweet or retweet when you are watching a movie or listening to, I don’t know, a Presidential speech." "Can you imagine the change?" "It's so confusing for everyone."
According to Mike Carr, founder of branding firm NameStormers, X is a complete opposite of what people know about the brand.
Carr stated that the name X evokes a technologically-advanced position (he referred to it as "Big Brother's vibes" in his interview with the New York Times) and could, in certain cultures, represent death. Twitter is softer, and it appeals more to Millenials/Gen X, he says.
Carr stated that birds are "cute, fun, they make noises, they chatter, and they fly." It's just very approachable for me."
He added, "X is at the opposite end." "X is a bit extreme." It's techy, It's harsher."
Elon Musk has been obsessed with the concept of a brand called X for years. Despite the disapproval of users, he continued to push forward. A giant flashing X was displayed on Friday night atop the San Francisco company's building, blinding nearby residents.
Carr explained that the logo they had put on the building was black and white with a white outline. It was a bit ominous. The X had a double-lined part, and a single-lined part. It was slightly off-center or off-kilter."
"I would never bet on Elon Musk "
The idea of a brand pivot is always controversial, but experts have told Insider that the way Musk handles this change could help his brand. Musk has said it's losing money because advertisers are pulling out.
Carr told Insider Musk probably thought about all the associations that the name could evoke before renaming his company. Carr saw the positive side of all the attention Musk has received in the media. He said the risky move might inject excitement and interest in the social media company.
Carr stated, "I wouldn't bet against Elon Musk." I think Elon Musk has proven his critics incorrect many times.
Musk is not the only one who has received criticism. CivicScience conducted a new survey, which included a small sample of 5,000 users compared with the 250 million Twitter users that use the site daily. The results showed that 36% felt positively about the transition from Twitter X to X. This was compared to only 27% who felt negatively.
Vanitha Swaminathan is a professor of Marketing and Director of the Center for Branding, University of Pittsburgh. She told Insider that, in most cases, a rebranding is a sign of a change of direction for a business.
Swaminathan stated, "I believe Elon Musk and X could use this opportunity to change and solidify their positioning. They should lose some of the bad PR and be very, disciplined when building this brand up as a positive name with positive associations."
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By: hgetahun@insider.com (Hannah Getahun)
Title: You may hate what Twitter — sorry, X — has become. But it’s just what the company needs right now, brand experts say.
Sourced From: www.businessinsider.com/x-could-be-a-positive-move-for-musk-twitter-2023-7
Published Date: Sun, 30 Jul 2023 03:21:43 +0000
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