Marketing and advertising Professor On Twitter’s Rebrand

Marketing and advertising Professor On Twitter’s Rebrand
SAN FRANCISCO, CALIFORNIA - JULY 26: The outline of the iconic blue Twitter bird logo is visible on a sign in front of X headquarters on July 26, 2023 in San Francisco, California. A day after San Francisco police officers halted the dismantling of the Twitter sign at Twitter headquarters, one of the blue birds has disappeared along with three of the letters. CEO Elon Musk officially rebranded Twitter as "X" and has changed its bird logo, the biggest change he has made since taking over the social media platform.

Twitter’s ubiquitous fowl logo mid-removal from the company’s San Francisco headquarters on July 26, 2023

Justin Sullivan/Getty Pictures


If hashtags are any indicator, the rebranding of Twitter to “X” is leaving people scratching their heads. Texas A&M Nowadays requested Mays Organization Faculty Professor of Marketing and advertising Venky Shankar for his choose on X CEO Elon Musk’s conclusion and the hazards of rebranding.

What is “rebranding?”

Rebranding is the act of altering one or far more factors of an current brand’s identify, symbol, glance and feel, id, central message, and graphic.

What are the threats of rebranding?

Rebranding can have several damaging effects:

  • Alienating or losing a brand’s present followers, faithful adopters or advocates.
  • Not attaining ample traction/awareness for the rebrand.
  • The rebrand not being perceived as supposed by the concentrate on viewers.
  • The new brand name becoming perplexed with other brand names.

What do you think of the Twitter rebrand to “X?”

Although Elon Musk has a popularity of staying distinctive and quirky in his business choices, the modifying of the manufacturer name from the greatly preferred expression “Twitter” to the generic letter “X” seems to dilute a impressive manufacturer title. The disappearance of the legendary and ubiquitous Twitter chook emblem even more challenges losing the cachet.

If the brand name can use the renewed fascination in Twitter or X to continue to keep its loyal customers engaged and appeal to more youth (TikTok and Instagram users) to its platform, it could grow its userbase and utilization of the system.

What has been the public’s reaction to the go, as you’ve observed it?

Public response can be summarized as bewilderment. Questions these types of as, “What is X?” “Why transform from Twitter?” “Why X?” have been debated at duration on social media. Numerous have expressed confusion and dissatisfaction, whilst others have hailed it as a image of innovation and progression. Numerous are lamenting the demise of the chirpy hen, but some others have praised the new minimalist style. And several persons are obtaining the situation very humorous!

Are there examples of rebrands you believed have been productive and some others not as well-obtained?

Two successful rebrands that occur to intellect are Dunkin Donuts to “Dunkin” — expanding further than donuts to a slew of foods and beverages — and Pottery Barn, which improved its model concept to contain sustainability as a main benefit.

Fewer effective rebrands were being Tropicana orange juice, which grew to become much less visible with a tricky-to-check out, new vertical emblem also, the core concept of “no pulp” was taken off. The Gap rebrand, as perfectly, highlighted a generic new brand, which was unannounced and perplexing to consumers.

How can corporations effectively rebrand?

Selections on rebranding and rebranding strategies are ideal done centered on watchful research and a deep understanding of shoppers and the market.

To be effective, firms must comply with the adhering to ideas:

  • Identify if there is a compelling want to rebrand. If so, make sure the rebrand has a superior possibility of doing than status quo and won’t exacerbate the position quo.
  • Do a detailed manufacturer audit. Go over and above cosmetic alterations (model refresh) and deeply examine all the model elements, such as title, emblem, impression, look and come to feel, identity, concept, content material and similar characteristics.
  • Start with the focus on audience’s demands and perceptions. Inquire: if the existing brand name does not sufficiently cater to their tastes and preferences, what new brand name principles will? What will encourage or excite them?
  • Recognize the concentrate on audience’s psychological link with the model. Function on deepening the psychological associations in just about every ingredient of the rebrand.
  • Recognize and develop a rebrand that matches greater with the customer persona for the model relatively than trying to develop a rebrand that appeals to the masses.
  • Exam the rebrand aspects thoroughly with the goal audience and make acceptable changes.
  • Very carefully strategy and execute a very well-funded rebrand campaign.