Twitter’s Rebrand Is on Hearth (and It is Not Wonderful)

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 was redirected to

The X brand is changing the chicken on the app icons. This week, the tagline that’s been round ceaselessly went from “Let’s discuss” 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 maintain studying for the highlights:

The rebrand raised eyebrows and revealed the larger, hidden challenges of introducing a brand new identification to an present firm. Whether or not purposely or simply carelessly finished, the rebrand of Twitter or moderately X exhibits the potential issues that go nicely past dangerous design.

Twitter’s new @X identity shows the potential rebranding problems that go well beyond bad design via @Robert_Rose @CMIContent. Click To Tweet

Every week after the X launch, the media nonetheless refers to X by its previous 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 in regards to the battle between Threads and Twitter (aka X) is an attention-grabbing one.

And nobody might be bothered to inform or can’t be bothered to tell the corporate’s assist staff (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 chicken alongside directions on the way to tweet, retweet, and even direct your tweets to circles.

Given the content on @X’s help page, the support team didn’t get the message about the rebrand via @Robert_Rose @CMIContent. Click To Tweet

Twitter’s rebrand tells a narrative

Change is difficult. Getting all of the shifting components of content material, interfaces, and packaging modified is large. Customers often resist it. As Robert says, “A rebrand is admittedly about ranging from scratch. It’s most likely essentially the most troublesome mission any advertising and marketing staff will ever do.”

Nearly all rebrands with legacy corporations occur due to some disaster – an acquisition wherein two corporations rebrand into the stronger one, a catastrophe from which the model must distance itself, or a product cut up that requires a brand new appear and feel.

“You might argue this X rebrand got here from Elon’s acquisition. However he didn’t select a stronger model identification; he went with an undecided or weaker model,” Robert says.

Altering the identify now reinforces the self-made catastrophe of the publicly criticized platform.

Changing Twitter’s name now reinforces the self-made disaster of the publicly criticized platform via @Robert_Rose @CMIContent. Click To Tweet

“They may have made a factor out of rebranding the corporate after they had a brand new set of merchandise, akin to 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?

Possibly, simply perhaps, Elon and the staff at X purposely created this friction across the rebrand, so it turns into a narrative. Is that this an ingenious method of getting individuals to speak or get publicity for a comparatively meaningless identify change?

Robert says given the context of every part else occurring to and inside X, it’s only a case of somebody who does what he needs 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 and marketing Institute