OPINION EDITOR – MARIANA CHAMORRO
ORIGINALLY PRINTED ON SEPT 13, 2023
Companies need to constantly develop to stay relevant in the fast-paced world of the internet. Elon Musk’s Twitter made a huge marketing shift by rebranding as “X” last April. Musk’s corporate move attracted the attention of the online community, spurring discussions regarding whether the change was even necessary.
The decision to rename a business is not made casually. Engineering management major Elisa Aguilera commented, “As a user, I [don’t] know why they would change the name of a brand that is very well recognized, but thinking from a business perspective I guess I could see why.” The desire to rename Twitter “X” was motivated by a number of factors. According to Wired, the company’s first goal was to broaden its scope and shed its reputation as a microblogging platform, much like its successor Threads, which is operated by Meta Platforms. “X,” with a mysterious appeal, exudes an air of openness and boundless possibility. The company was able to reinvent itself
thanks to the rebranding. As claimed by CNBC, the redesign meant to convey a new beginning, informing users and stakeholders that Twitter was no longer the same platform. The main advantage of switching to “X” is the possibility for improved brand identification. “X” attracts a wider audience, including potential investors and marketers, that may find the firm desirable due to the rebranding initiative.
The metamorphosis of Twitter into “X” signals a change in the company’s priorities. The corporation hints at its goal to broaden and develop into other markets and sectors by choosing a more generic name. Aguilera reinstated, “Personally, I don’t understand why a brand like Twitter would want to be more generic.” The adaptability the term “X” affords for future advancements poses a large benefit. With the new name, “X” can accept change and keep up with the times.
Although there are clear advantages to Twitter’s rebranding as “X,” consider the reasons why many believe the name change is not necessary. The name Twitter was well-
known. The site had millions of users globally, and its blue bird emblem was easily identifiable. Rebranding to “X” confuse and offend users accustomed to the Twitter brand.
It is expensive and difficult to rebrand a company. A name change necessitates changing domains, reworking logos and consideration of other marketing collateral. A company’s operations can be disrupted by any rebranding endeavour since it takes time and effort to make a seamless changeover. Several users contend that rather than creating an entirely new identity, Twitter’s rebranding effort should have concentrated on refining its current brand. The core and values of a company must be preserved, which requires maintaining brand consistency. Trust in the platform deteriorated as users and stakeholders questioned whether “X” would even adhere to the values upheld by Twitter.
The public’s reaction to Twitter becoming “X” is mixed. The conversations and debates erupting on social media reflect the diverse range of perspectives. Some
welcomed the change, viewing it as a new beginning for the platform and a mark of flexibility in the quickly shifting digital environment. Others were wary of the change, worried about possible misunderstandings and a split from Twitter’s origins, according to The Conversation, as users we do mourn the loss of a logo and brand. Twitter rebranding as “X” signals a huge turnabout. The value of preserving brand consistency, the expenses and difficulties of rebranding and brand awareness are all important issues that should be carefully considered.
Twitter’s transition into “X” will either be successful or unsuccessful based on how well the firm navigates these difficulties and conveys its vision to customersand stakeholders. Twitter, or rather “X,” is well-positioned to embrace change to be relevant. It has the potential toplay a significant rolein the digital environment asthe digital industry continues to develop. Only time will tell if this daring rebranding initiative will last and find favor with its diverseuser base.