The richest person in the world hopes you don’t notice what he’s up to. After grossly overpaying for Twitter back in October, and driving its value unthinkably low in the months that followed, he’s betting you won’t figure out how he’s scrambling to repackage his troubled social media platform.
Twitter had its faults and drawbacks pre-2022. Millions of users – myself included – would be happy to tell you all about the platform’s foibles. But all that pales in comparison to the whipsawing Musk has put Twitter – and all of us – through during these past several months.
Now, to cover his tracks and get a fresh start, Musk has rebranded Twitter. It is now known as just X. In that way, it is more congruent with some of his other brands, like SpaceX and his newest venture, xAI.
But the true method to his madness is to hope for a reset, a second chance with this damaged social media brand. Mark Zuckerberg clawed at Twitter’s vulnerabilities earlier this month when Meta launched Threads. In just a few short days, this new Twitter-like platform racked up hundreds of millions of signups. As I discussed here, how much of the rush to Threads was about Meta being in the right place at the right time OR millions of users jumping the Twitter ship?
And while there’s a nice simplicity to X, you don’t just heal a sick brand by enrolling it into the social media witness protection program. You can picture Musk handing out newly minted X business cards to his beleaguered workforce, hoping Twitter’s frustrated advertisers and users simply fall into place during this new branding rollout. It’s not going to happen.
Don’t get me wrong. I love X – as a symbol, as a letter. Some of my favorite radio stations of all time have utilized variants of the X brand. But how smart is it to stage a rushed name change
during the same month a hot new competitor is doing everything it can to knock you out? Isn’t there enough brand confusion out there in the world of tech? And how successful was the addition of Alphabet for Google, and Meta for Facebook? Do people even use those new umbrella names in the course of conversation?
And now that Twitter has been deep-sixed and the bird symbols have become collectors’ items, how will X fill the void?
And what do we say now when we tweet something out? “I just Xed out a post?”
And will a retweet become a “re-X” or an “X+?” And will those who drop out of Twitter as a result of all the incipient madness be referred to as “Xes?”
Then there’s the novel idea that rather than change their names, wouldn’t companies be better off improving their products and services? In Twitter’s case, it is no surprise the platform has struggled, especially since Musk took over. Are users and marketers really going to be satisfied with a new name when so many other aspects of the brand experience are inconsistent and undependable?
There may be some brands where marketers can get away with the old lipstick on a pig shuffle. But Twitter generally has a bright, engaged user base. A new logo isn’t going to satisfy anyone when the brand’s basics are subpar. Consumers want their social media to be seamless, smooth, and easy. When the owner spends more time Tweeting Xing, it sends out a message things are out of whack.
You also have to wonder how long we’ll be using Twitter terminology (and the name itself) until we adjust to using the X moniker. And then there’s the new X logo
versus the Twitter bird. Practically speaking, we all have the latter as headers and footers on our websites, emails, and other assets. Just a thought, but maybe it would be wise to hold off on switching out all those bird silhouettes to Xs until it’s absolutely clear this tactic actually sticks.
We’ve seen lots of media brands try a cosmetic makeover in the hope its various constituent groups will fall into line and get enthusiastic about the new name and the new look. In the case of Twitter/X, actions speak louder than tweets.
And of course, there’s always room for humor, a long-standing tradition on Twitter – now X – even in radio circles.
Don’t worry…. People still call us TM Century. pic.twitter.com/ZNBY8lQcH5
— TM Studios (@TMstudios) July 24, 2023
There’s a lesson here for radio, a medium that’s been known to default to a name or logo change, rather than actually fix the problem and improve the product.
And this observation from Insider Intelligence analyst Jasmine Enberg:
“Twitter’s rebrand is a reminder that Elon Musk, not Threads or any other app is and has always been the most likely ‘Twitter killer.'”
Musk spent most of the day yesterday ballyhooing his new logo and brand name, kissing the old brand goodbye with little fanfare or respect for what has been created on Twitter these past 17 years.
And soon we shall bid adieu to the twitter brand and, gradually, all the birds
— Elon Musk (@elonmusk) July 23, 2023
Images of babies and bathwater abound.
Or as “Pogo’s” Walt Kelly was fond of reminding us:
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Missing the point here on X, Fred. This is a branding and marketing issue. His logo looks like a bad metal band, communicating alienation, anger, and confusion. Not exactly the right image for a “social” network. But it communicates exactly what Musk feels. He is a crap marketer and brander. He is also a control freak egomaniac, which means he dictates and doesn’t listen. Money makes you think you’re smart. The more you have, the smarter you think you are. He is a dark man, lost in a dark bubble, trying to command a piece of the world to his will. Nothing less. Nothing more. When he starts listening to good counsel, things might change.
We’re not so far apart, John. Musk is a horrendous marketer. Springing “X” on the world with no tease, launch strategy, or sense of style is all part of the problem. Imagine if the “Barbie” team had been in charge of the branding and marketing.
But even if the branding effort had been creative, stellar, and/or buzzworthy, it doesn’t change the fact the actual product – a social media platform – is flawed, inconsistent, undependable, and often its own worst enemy.
As you point out, he thinks he has the ability to launch/fix/improve ANYTHING – a social media platform, an AI engine, a chain of bagel factories. The fact is, he has been very prescient in certain areas (specifically, electric cars), but he is lacking in others. And as you point out, bringing in smart professionals who know what they’re doing – and listening to them – would be a good starting point. Had he done that with
TwitterX, he might not have already lost more than half his original investment.As for your comment about bad metal bands, let’s be fair. Most of their logos are better than this.
New Coke 2023 …..
The comparison to Threads, Fred, is incongruous. Just as a new radio format will shoot up in its first book, it’s the second, third and fourth books that reflect true demand. Ditto for Threads, which will never be X because it forces a user to connect to all other Meta products (a VERY bad idea for the user) and because Zuckerberg has proven time and again the he will employ sleazy tactics as a means to an end. Few trust Meta with good reason. On the other hand, Elon has been declared crazy several times and yet has generally proven that he is eight steps ahead of everyone else. Just ask the folks who bought Tesla stock two years ago for $94.
Supposedly, this rebranding is part of an effort to create an “everything” app (perhaps along the lines of WeChat)–which is something that he’s hinted at before. Even taking that at face value (which I don’t), the way this was unveiled was really bad; at the very least, the rebranding shouldn’t come before the new offering itself is launched (or even really developed).
As far as the logo goes, I was hoping for something closer to, say, The Price Is Right’s “Secret X” or the flaming X on the cover of that band’s debut album (“Los Angeles”).
In regard of youyr questions, “And what do we say now when we tweet something out? “I just Xed out a post?” And will a retweet become a “re-X” or an “X+?” And will those who drop out of Twitter as a result of all the incipient madness be referred to as “Xes?””, here is the answer:
https://twitter.com/brettdash_/status/1683556688236822528
Thank God he didn’t rename it “Poop”.
I’m just going to call it “Xitter” where I will “Xeet” – it looks fine written out but it’s confusing to say since X is pronounced in part, with a “Z” sound (Example: example.) But, calling it “Z” isn’t an option since that branding is already taken by Russia. Alternate idea – maybe he could re-brand yet again and call it XMTR, which is our shorthand for “transmitter” – that would make sense
Not sure if Musk’s legal team did a search for old logos that are similar to their new “X” logo. They might be interested to see the logo for 1984 software named “X Window System” published by Massachusetts Institute of Technology. Not an exact copy, but darn close. I’m old enough to remember the day NBC was embarrassed when their new logo upset Nebraska ETV Network.
Musk really should stick with a bird theme. It should be easy enough. Musk’s de facto Twitter logo from day one has been his middle finger.
Good one.
It’s interesting reading the dialogues about this. Conversations are so missing anymore.
May I add 3 insights to all this. Unfortunately this will all be memory and paraphrasing, but true.
But first a question. “If you were going to change format at a radio station would you continue using the same name?”
Hold that thought.
A couple of months ago I saw an interview with one of Space X’s chief engineers. Seems early on they were having trouble making their propulsion system work. They brought in 8 or 9 of the world’s best rocket people to find a solution. Months of work and $$$ and they couldn’t fix it. Musk finally weighs in frustrated. He asks for all the data. Goes away and a day or two later comes back with the fix. By himself. Yet he knows nothing about propulsion prior. So…collaborating with known experts, yes, but the fix ultimately comes from him. Clearly, his mind is at some level that most of us regular humans can’t remotely operate on.
About a year ago the world was awash with how Tesla was done, Musk was killing the company because of the Twitter purchase and you’d be an idiot to stay in the stock. Even shareholders were antsy and vocal. But, he was just opening the new Texas mega plant (almost all automated by the way). An ignored factor. He then did the unthinkable. Dropped the prices of Tesla’s which was totally against the grain of all other car companies raising prices. Outcome. Tesla stock is up over 100%. Profits are up considerably. But most importantly, those low prices have sucked away EV sales from every other car company so now Tesla’s share is bigger than ever. Shareholders aren’t griping anymore.
Lastly, upon the takeover of Twitter, Musk made it known in many interviews that his vision was to basically copy Tencent (We Chat) and turn twitter into the China model of one do all entity in the social space like they did. Think Youtube, Ticktock, Twitter, Apple Pay, Facebook, and more all in one single app. We Chat dominates China for everything under one umbrella. That’s the vision and goal.
In our terms, he’s got an underperforming radio station that he wants to grow into something else. Something way grander. Something for the future. Don’t we radio people CONSTANTLY complain about radio companies not doing that?
So that question again: “If you were going to change format at a radio station would you continue using the same name?”
Will he make it? No idea. Lofty goal. And there’s that pesky reality of execution, new competition and market reactions as he yet again goes against the grain of normal thinking. This could ultimately be his Waterloo battle.
But back when Tesla’s ‘end was near’, there were many writing that it’s unwise to bet against a genius who’s also one of the richest people on the planet. So, there’s that.
And…..I’m not a big fan of the ‘X’ thing either. But…..
The brilliance of people knows no bounds. Wonder what Henry Ford’s critics thought of his ideas? Marconi? DeForest? Orville and Wilbur? Not to praise Elon and his ideas, but I guess the world is his toy box and if it doesn’t work this way he can find another way. He’s got the capital to do that. Too bad he isn’t interested in broadcasting. AM/FM could use his financial resources-and maybe his ideas.
When I first heard about the change from Twitter,I thought it was a joke.Eventually,it is not.There was no warning or fanfare announcing the change.
When I typed in the new URL (x.com),I got a message saying the domain was “parked” at Go Daddy.Very strange and very funny if you think about.
All I can say is I am glad I do not have an account with Twitter or whatever they are calling it now.