The name will help Elon Musk reshape the popular social-media platform into a larger entity, experts say.
You’ll find no shortage of people weighing in on Twitter’s overnight rebranding to X, with many predicting that it will be a disastrous move. The common thread among the naysayers: Twitter has a strong identity, replete with its readily identifiable bird logo, and to give up that brand recognition is simply foolhardy.
“It’s cool,” says Thomas Donohoe, author of “The CEO’s Digital Marketing Playbook,” of the new branding. Jeremy Knauff, founder of Spartan Media, a Tampa-based firm that specializes in public relations and branding, says the new name and logo also allow Musk to free himself from many of Twitter’s past negative associations.There’s also something to be said for the fact that Musk has put Twitter/X “back in the media cycle all over again” with the rebranding, Knauff argues.
One observer also pointed to the fact that “X” is a name that can’t be protected from a trademark standpoint. “Changing an identifiable logo and name to a single letter in the alphabet is leading the brand recognition into the abyss,” Altimari observes.
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