![]() X means a lot to Musk, with SpaceX, the name of his son, X Æ A-12, and now the new name for Twitter. “In fact the X name is already inextricably linked with the Elon Musk brand. She cites various connotations of X-super-powered X-Men and the discovery of a new form of radiation dubbed X-ray by scientist Wilhelm Röntgen in the 1800s because he didn’t yet have a name for it. ![]() It’s a point echoed by Vicky Bullen, chief executive of Coley Porter Bell, who reflects that Musk has “wanted to launch an ‘everything app’ and his team is referring to X as being ‘the future of unlimited interactivity'”. “Nevertheless, one might view this transformative shift as a strategic manoeuvre that will usher X into new and adjacent arenas, which might have been difficult under the Twitter umbrella due to existing brand constraints.” Ideal brand leadership should propel the business beyond mere financial considerations, instead building on a foundation of exceptional experiences and robust integrity. She adds: “However, Twitter’s shift to X, a new name and identity will potentially overlook important aspects like people’s relationship with the brand, its brand equity and its standing against burgeoning competition. Sue Daun, executive creative director at Interbrand, argues that “new leadership often heralds a period of dramatic and dynamic change.” Can we add ornithophobia to that list? Apparently so:Īnd soon we shall bid adieu to the twitter brand and, gradually, all the birdsįor brand experts, the jury is still out. Musk is someone known for dramatic and divisive moves, as well as less salubrious traits such as inflammatory opinions and language. “There have been some bad rebrandings in history but this poorly implemented whimsy is as bad as the rest of them put together.” ![]() No, they will say ‘on social media someone posted’. “News outlets aren’t going to say ‘on X someone sent a tweet’ or ‘parped an X’, or whatever his legion of tick-heads cheer loudest for. “It speaks to a fragile ego and an appalling instinct for branding,” he says. Others, such as former Twitter EMEA vice-president Bruce Daisley, pointed out that the term “tweet” would also be pushing up the daisies, given there’s no birdsong without a bird to sing it.ĭaisley tells Campaign Musk was “intent on burning down any evidence that someone was there before him because it serves to remind people that someone other than him has helped form his product”. “Yes X marks the spot, it’s a chromosome, it’s an axis on a chart, or a missing number algebra, or the multiplier in an equation, but this logo is also colourless, geometric, pointed, and stolen from an EDM artist named Kxlider,” Dino Myers-Lamptey, founder of The Barber Shop, says. Some commenters were less mind-blown, noting the new “interim” logo looks exactly like something someone came up with on their weekend, while others noted that the look resembled a user’s existing avatar. On the one hand, reaction to Musk’s announcement on Twitter came with large servings of tech-bro wonderment, such as from Peter Yang, who tweeted (X-ed?) his “mind is blown that this happened over a weekend with a logo from a user”-a reference to Musk’s request that people submit designs on Saturday and Sunday. What is certain though is that, to bastardise Monty Python’s “Dead parrot” sketch, Twitter’s long-serving blue bird has kicked the bucket, shuffled off this mortal coil… it is an ex-bird, replaced with an actual X. Does X mark the spot, or is it another nail in the coffin for a soon-to-be ex-social media platform? And how will advertisers respond to Musk killing off the blue bird?-Įlon Musk’s decision to kill off Twitter’s blue bird logo has sparked much online discussion, and it’s safe to say, in the spirit of online debate, opinion is furiously divided.
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