A Rebranding Strategy: Elon Has Flipped the Bird
Musk’s on the move with a call to “blaze your glory”
Twitter has made another bold move by rebranding itself as “X”. It’s been merged into Musk’s X Corp, and Twitter as we’ve known it no longer exists. Except that it does. We talk about “Twitter”, and we’re still “tweeting”. That whimsical little bird is still on the application. But @twitter is now @X. For now, we’ll still be tweeting, not “Xing”. Where will this go? A suggestion is “xeeting”, pronounced “zeeting”.
Don’t get too comfortable
Musk has suggested that the X is an interim logo—we might see another logo in the future. The rebrand comes nearly a year after Musk’s erratic behavior pushed away advertisers, users and staff.The logo rebranding has, of course, sparked a wave of curiosity and intrigue among users and industry experts. Musk’s takeover in October of 2022 kicked off with his laying off 80% of the staff. Those that remained had to commit to a sweatshop mentality. Building the new version of Twitter 2.0 required working long hours at high intensity.
Musk’s rebranding strategy includes a one-stop shop for financial services
Musk apparently wants to evolve the social media site from a public messaging service into something much broader, to include a one-stop shop for financial services. Musk earlier talked about fashioning the site into an “everything app”—one that we would turn to for all of our daily tasks—buying airplane tickets, ordering groceries and scheduling our hair appointments. Maybe X is getting him closer to that vision. At the very least, X is turning Musk’s $44B purchase into something that’s his own.
Apparently Musk has always had a thing about X
As to the name? He had already converted Twitter’s corporate name to X Corp, which is a subsidiary of X Holding Corp. Musk said last October, just prior to buying Twitter, that he viewed the $44 billion deal as “an accelerant to creating X, the everything app.”
“Killing an iconic internet brand is “extremely risky” at a time when rival apps such as the new Instagram Threads and smaller upstarts such as Bluesky are luring users”, said Mike Proulx, an analyst at Forrester.
A rebranding strategy is a difficult decision for any company
For a social media platform like Twitter, it holds even more significance. In a rapidly evolving digital space, staying relevant and capturing the attention of users is everything. Rebranding allows a platform to redefine its identity, attract new users, and retain the loyalty of existing ones. It provides an opportunity to shed old perceptions and establish a fresh new narrative that aligns with vision and goals.
Why a logo rebranding is important for a social media platform
A rebranding strategy is not just about changing a logo or a name; it should be a comprehensive process that involves a deep understanding of the platform’s target audience, industry trends, and competition. Companies rebrand for a reason—it’s not generally because they’re having a bad day. It may be because of a merger, internal conflicts, major changes in direction—any of which would benefit from a fresh start and a facelift.
I was involved in a rebranding project after a major merger of two big banks, and it was a huge undertaking that took the better part of a year. Our team was made up of marketing, industry and branding experts. It was an intense, iterative process, and the actual rollout took another year.
A lot goes into the development of a new brand
- Exhausting market research to define a company’s audience.
- Developing a logo, which can be a slow, iterative process.
- A new color palette and new messaging.
- In most companies, rebranding is a group effort—in the case of X, however, it may be that Musk himself is driving the effort.
- A successful rebranding strategy can pour new life into moribund projects
Rebranding strategies can rejuvenate a social media platform, breathe new life into its user experience, and create a buzz that attracts attention and generates excitement. That this rebranding strategy falls on the heels of Meta’s launch of Threads is interesting timing. Musk is, of course, initiating legal action against Meta for creating a copycat app, Threads, and stealing employees.
For Twitter, rebranding is a crucial step towards repositioning itself in the market and distinguishing itself from other social media platforms. With the rise of newer platforms and the changing preferences of users, it is essential for Twitter to adapt and evolve. By rebranding, Twitter aims to communicate its commitment to innovation, user engagement, and providing a dynamic platform for conversations.
For industries that rely on X for communications, they’re now free to Blaze their Glory!
I’ve never been a big Twitter user. Part of that is because of Trump. But I know that for a lot of industries, Twitter is an essential communication channel. I’m a big sports fan and when I’m driving, I listen to a local sports talk radio, and all these guys in the sports industry use Twitter. Athletes, coaches, commentators—they’re all comfortable sharing way too much information via tweets. Journalists are another big user community. And activists. Where there is some immediacy, Twitter/X is the application of choice. The new tagline, “Blaze their glory” is a line in the sand.
The reasons behind Twitter’s decision to rebrand
Twitter’s decision to rebrand apparently stems from a combination of factors.
- It’s a response to the changing landscape of social media and the need to differentiate itself from other platforms.
- It’s changing its image: From a microblogging platform to that of a versatile, inclusive platform for conversations.
- The rebranding effort is driven by the company’s ambition to attract a wider audience and expand its market reach—this could be the foundation for Musk’s “everything” app.
- With a renewed emphasis on conversations, Twitter aims to create a space where users can connect, share ideas, and engage in meaningful discussions.
Overview of the new brand and its elements
The new brand, X, represents Twitter’s vision of an inclusive and dynamic platform for conversations. The logo features a sleek and modern design, with vibrant colors that symbolize diversity and energy.
- The brand elements, including the typography, iconography, and visual identity, have also been revamped to align with the new brand’s identity.
- Twitter’s rebranding strategy goes beyond just the visual elements. The new design focuses on enhancing the user experience, making it more intuitive and engaging.
- Twitter’s old messaging has been “Let’s talk” and “It’s what’s happening”. The new tagline? “Blaze your glory!”
Reaction from users and industry experts
The rebranding of a platform like Twitter naturally sparks a range of responses from users and industry experts. While some embrace the change and appreciate the fresh approach, others express skepticism or nostalgia for the old brand. Twitter has actively sought feedback from its users throughout the rebranding process, taking into account their suggestions and incorporating them into the new design.
Many industry experts applaud the platform’s bold move and believe that it will help Twitter stay relevant in a competitive market. The emphasis on conversations and inclusivity is seen as a positive step towards creating a more engaging and user-friendly platform. Some experts caution that rebranding alone is not enough and that Twitter needs to back it up with innovative features and consistent user experience.
Comparison to other social media rebranding efforts
Twitter is not the first social media platform to undergo a rebranding effort. Other platforms like Facebook, Instagram, and Snapchat also have made significant changes to their brand identities over the years. Comparisons can be drawn to understand the motivations and strategies behind these rebranding efforts and to evaluate the impact they have had on the platforms’ user base and market position.
Each platform has approached rebranding in its unique way, reflecting its target audience, values, and long-term goals. While some rebranding efforts have been well-received and successful, others have faced criticism and backlash. Twitter’s rebranding effort as X sets it apart from other platforms.
The role of Elon Musk in the logo rebranding
Elon Musk played a significant role in the rebranding strategy. His expertise in branding and marketing, coupled with his understanding of the digital space, means that he was a key player in reshaping the X brand. His vision and guidance have helped Twitter position itself as a platform that embraces change and encourages meaningful conversations.
The impact of the rebrand on Twitter’s user base and market position
The success of the rebranding effort ultimately lies in its ability for user adoption and ultimate market position. Twitter’s rebranding as X appears to have generated excitement and curiosity among its users, attracting new users and reengaging existing ones. The emphasis on conversations and inclusivity has resonated with users, who see the platform as a dynamic space.
In terms of market position, Twitter’s rebranding has helped it differentiate itself from other social media platforms. By focusing on conversations rather than just broadcasting, Twitter has carved a unique niche for itself.
Industry feedback? Most professionals agree that it was a risk
New CEO Linda Yaccarino
X faces significant challenges.
- New CEO, and managing under Musk
- Getting the company to profit
- Bringing back advertisers
- Finding a balance between free speech and the need to create a safe environment for all users
- Staffing and morale. Musk laid off 80% of staff when he took over in Oct. 2022
- The competitive landscape. New applications hitting the market
In most circumstances, getting rid of a very visible global brand comes with a large amount of risk – and this is no exception. However, the difference with Twitter is that Musk has already done such a huge amount of damage to the brand through his very public management of it, that there’s not a lot left from the original brand to be destroyed. —Jim Coleman, UK CEO at We Are Social
Musk’s plan to bring an ‘everything app’ to Western markets isn’t a bad concept at the core. TenCent’s WeChat is the best example of an everything app and sees 1.2 billion monthly active users across its services. But rebranding your flagship product and throwing away 20 years of branding seems to run counter to that goal. It harkens back to the sudden ‘Meta’ rebrand back in 2021, but X appears to be based even less on goals versus a concept of future-proofing and grabbing up hypothetical market share in an everything-app arms race. Based on the precedent set by Meta, it’s quite possible that Twitter could remain the product name in some capacity. –Harriet Waters, Designer at Re (Part of M&C Saatchi Group)
The data couldn’t be more clear, brand matters more than ever to the health of B2B organisations. And in this case, we’re looking at a pretty serious self-inflicted injury. Love or hate the old blue bird, it was iconic, instantly recognisable and brought a sense of simplicity to the chaos of digital media. The human truth is that the brand kept Twitter top of mind for marketers as they managed their budgets, and reinforced the human connections that the brand spent time and resources building over the years. Now, all that equity is at risk. –John Hickman, Group strategy director and head of PLEX at TBWA\Chiat\Day LA
Analysis of the rollout strategy for the new brand
The rollout strategy for a rebranding effort is crucial to its success. Twitter’s rollout of X has been meticulously planned and executed. The company has leveraged its existing user base to generate buzz and excitement. It has also collaborated with influencers and industry leaders to amplify the message and reach a wider audience.
The rollout strategy is a phased approach. Look for more changes to be introduced over the coming months. Twitter’s focus on user involvement and feedback throughout the rollout process demonstrates its commitment to creating a platform that meets the needs and expectations of its users.
Conclusion
- Twitter’s decision to rebrand as X is a bold move that reflects the platform’s commitment to innovation.
- The rebranding effort has been well-received by users and industry experts.
- X may be getting closer to Musk’s vision of an “everything” app. The emphasis is on conversations and inclusivity.
- The X rollout is a phased approach, so expect more features in the coming months.