If you have spent any time on the internet over the last week, you have noticed a familiar blue bird logo is no longer gracing our phone and computer screens. Elon Musk has officially made the first steps to rebrand the longstanding and well-recognized social media platform Twitter as “X.” However, his moves have not “marked the spot” with many, as industry experts are already voicing their concerns over whether he has compromised the brand’s overall value. Given that the terminology surrounding the platform is based solely on avian creatures and “tweeting,” the revolutionary verbiage is now moot when up against the switch to the ambiguous black-and-white “X.”
The change has been made on both the desktop and mobile versions of the platform following Musk’s announcement of the rebrand, although updating the logo on the San Francisco headquarters has already presented challenges of its own.
For now, the new “X” logo is simply a cosmetic change, but it begs the question of what it will mean for the future of the platform, as well as the marketing landscape as a whole.
Musk has long had plans in the works to evolve Twitter into a one-stop-shop for all things digital. Instead of utilizing designated platforms to serve the specialized needs of the user, Musk intends to create an app that allows users to listen, watch, shop, bank, and communicate all in one place. This type of platform is popular in China but has yet to take off here in the States, and it certainly isn’t the purpose Twitter serves for users today.
A large-scale update such as this one does not guarantee success for any company with a similar brand and name recognition, especially in the wake of a significant staff decrease. After purchasing the company for roughly $44 billion last year, Musk proceeded to slash about 75% of Twitter’s employees. So, not only is the company’s consumer retention at risk, but it may also lack the manpower to pull off a massive change in the status quo.
Marketing in the “X” Era
Brand recognition is paramount to a successful marketing campaign as it allows consumers to identify a brand based on auditory and visual cues alone. The drastic overhaul from Twitter to X completely dismantles the association users have made with the platform for almost twenty years, which automatically lessens the value of the new name and logo. Musk’s passion for the letter has been well-voiced since the creation of X.com, his startup that ultimately became PayPal following a leadership change in 2001.
Allegedly, consumers didn’t respond well to Musk’s infatuation with the letter back then, either. As reported by the book “PayPal Wars,” market research uncovered a dislike for the name “X,” preferring “PayPal” instead. Now, it seems as though Musk is using his authority at Twitter to let this dream come to fruition, perhaps at the expense of staff, users, and advertisers alike.
Twitter had already lost almost half of its advertising revenue following Musk’s takeover, and industry experts have identified a new potential issue: the letter “X” in popular culture comes with a multitude of negative connotations related to adult content. These associations may, in time, prevent even less advertising capital from rolling in and restrict the name from certain search results pages.
Additional issues may arise for business executives who currently market and advertise on the platform. As features get added and removed, they might find that the app no longer serves an effective purpose for their brand and audience. Content will be hidden much easier in the vast sea of an “everything app.” Furthermore, business owners will have to update the current Twitter logo on websites, advertisements, and all collateral once brand guidelines warrant changes. The cost involved with printing and website updates could cause marketers to simply remove the logo and disassociate from the company in its entirety.
The general consensus across the internet and in national headlines regarding Musk’s rebrand has been less than favorable, and the outlook is unclear as to the remaining value of the app. Perhaps the switch to a global marketplace application will create new streams of revenue and generate excitement for users, but only time will tell.
Key Takeaways
Establishing a brand takes time and is a massive investment, and it may not be wise to throw away two decades of brand recognition over your favorite letter.
Take your users and their intent into consideration, especially when attempting to deconstruct an entire social media platform.
Connotations matter to advertisers, they probably won’t want their content on an app that looks rather nefarious at first glance.
The realm of online marketing is ever evolving and will continue to do so as long as the internet is alive and well. Be critical, but flexible, and make decisions centered around what will best serve you and your consumers.
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