October 1, 2023

Digital Marketing Education

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Twitter turning into X is a mistake, analysts and brand agencies say

Musk, whose company has already declined significantly in value since he purchased it for $44 billion in October, announced the change on Saturday night. By Monday morning a new black “X” logo, designed by a fan over the weekend, began to appear across the site. New CEO Linda Yaccarino outlined the company’s vision for X to become a site for audio, video, messaging, payments and banking.

Also read: X rebrand draws responses from Wendy’s, Oreo, Duolingo and more

Analysts and brand agencies call the product’s renaming a mistake. Twitter is one of the most recognizable social media brands, said Todd Irwin, founder of brand agency Fazer. Bird decals adorn small businesses and websites worldwide, alongside Instagram and Facebook logos.

Twitter’s popularity has also made verbs like “tweet” and “retweet” part of modern culture, used regularly to explain how celebrities, politicians and others communicated with the public, said Joshua White, assistant professor of finance at Vanderbilt University.

X will require the company to rebuild that cultural pull and linguistic consensus from scratch. But that may be part of the motivation, so users stop comparing Twitter post-takeover to what it was before. “It’s an exceptionally rare thing — in life or in business—that you get a second chance to make another big impression,” Yaccarino tweeted.


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