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What Is Elon Musk’s Strategy for X?

  • 2 min read

Some say the rebrand from Twitter from X failed

Rebranding is difficult.

As a marketer myself, I know what I’m talking about.

It’s super challenging.

It’s a big deal to modify all the moving elements and (loyal) customers typically reject it (at first).

A rebrand is really about starting from scratch

A crisis almost always triggers rebranding with legacy organizations, whether it be…

  • a catastrophe where the brand needs to disassociate itself
  • an acquisition where two companies are renamed into a stronger one
  • or a product split where a fresh look is required.

You could argue that Elon’s acquisition of Twitter last autumn led to this X rebrand

However, he opted for a weaker or undetermined brand identity rather than a stronger one.

So some say, Elon and the X team planned to make a story out of the tension surrounding the rebrand.

Is this a clever ploy to generate conversation or press for a (largely irrelevant) name change?


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