This article discusses the importance of a strong brand identity and the pitfalls of rebranding without a solid foundation. It uses the example of Twitter's rebranding to X to illustrate how a name change alone can be ineffective without addressing fundamental issues.
Even the most iconic brand occasionally finds itself at a crossroads. A strong identity can keep you relevant for decades, but failure to adapt to the times can turn even the most beloved name into a relic. Blockbuster, Kodak, Blackberry, Yahoo... need I go on? In 2025, I believe a number of brands could reach that inflection point. That's either because they no longer know what they stand for, or they're not effectively communicating that mission to the public.
And they could start by looking at some of the best Either way, these brands need a fundamental rethink of who they are, what drives their audience, and what they can offer that rivals can't. Once that's settled, everything will fall into place. Because a successful rebrand doesn't start with a new logo, typeface or colour palette—that's where it finishes. Because while it's nice to have one of theA new name can be a game changer for a brand, but only if the fundamentals are sound. Yet whenMusk made it clear he wanted Twitter to become an 'everything app' like WeChat in China: one that lets you chat with your friends, order groceries, watch videos and manage your money, all in one place. But he actually didn't do any of that. He just took the same service and renamed it.Does anyone like the name X? I've never met anyone who does. And that's a real issue. As Nick Cooper of Landor explains in:'The change has simply failed to gain traction, with almost every reference to X being qualified by the mention of 'formerly Twitter'. So, all the equity that was previously held by Twitter, which was considerable, has been needlessly thrown away on a whim.' Elon Musk has spoken at length about his aim of maximising free speech on the platform, which is something you can agree or disagree with… but that's almost irrelevant here. What's important is what X actually, or at least wants to b
BRANDING REBRANDING TWITTER CONSUMER BEHAVIOR
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