X doesn’t mark the spot.
Elon Musk rolled out the rebrand of Twitter into X. The brand modified within the nook of the web site. Then, the web site X.com was redirected to Twitter.com.
The X emblem is changing the fowl on the app icons. This week, the tagline that’s been round perpetually went from “Let’s speak” to “Blaze your glory.”
CMI’s chief technique advisor Robert Rose explains what the Twitter rebrand can train B2B entrepreneurs on this week’s CMI Information video. Watch it under, or preserve studying for the highlights:
The rebrand raised eyebrows and revealed the larger, hidden challenges of introducing a brand new id to an present firm. Whether or not purposely or simply carelessly accomplished, the rebrand of Twitter or relatively X reveals the potential issues that go nicely past dangerous design.
Per week after the X launch, the media nonetheless refers to X by its outdated identify, because it does in this story about the X logo atop Twitter’s headquarters being eliminated after neighborhood complaints. And it occurs on this week’s article concerning the battle between Threads and Twitter (aka X) is an fascinating one.
And nobody might be bothered to inform or can’t be bothered to tell the corporate’s help crew (if it nonetheless exists) as a result of a go to to X’s help section nonetheless makes use of the Twitter identify and blue fowl alongside directions on learn how to tweet, retweet, and even direct your tweets to circles.
Twitter’s rebrand tells a narrative
Change is tough. Getting all of the shifting components of content material, interfaces, and packaging modified is big. Customers often resist it. As Robert says, “A rebrand is absolutely about ranging from scratch. It’s in all probability essentially the most tough undertaking any advertising crew will ever do.”
Virtually all rebrands with legacy firms occur due to some disaster – an acquisition during which two firms rebrand into the stronger one, a catastrophe from which the model must distance itself, or a product break up that requires a brand new appear and feel.
“You can argue this X rebrand got here from Elon’s acquisition. However he didn’t select a stronger model id; he went with an undecided or weaker model,” Robert says.
Altering the identify now reinforces the self-made catastrophe of the publicly criticized platform.
“They might have made a factor out of rebranding the corporate once they had a brand new set of merchandise, reminiscent of banking, audio, video, messaging, and even items and providers, that they’ve promised. Now, they’ve misplaced all that chance,” Robert says.
What does the X technique imply?
However does any of this matter?
Perhaps, simply possibly, Elon and the crew at X purposely created this friction across the rebrand, so it turns into a narrative. Is that this an ingenious approach of getting individuals to speak or get publicity for a comparatively meaningless identify change?
Robert says given the context of every thing else occurring to and inside X, it’s only a case of somebody who does what he desires it doesn’t matter what occurs. He’s blazing his glory.
What do you suppose? Tell us within the feedback.
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Cowl picture by Joseph Kalinowski/Content material Advertising Institute