Twitter’s Rebrand Is on Fireplace (and It is Not Superb)

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 hen on the app icons. This week, the tagline that’s been round without end went from “Let’s speak” to “Blaze your glory.”

CMI’s chief technique advisor Robert Rose explains what the Twitter rebrand can educate B2B entrepreneurs on this week’s CMI Information video. Watch it under, or preserve 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 accomplished, the rebrand of Twitter or relatively X exhibits the potential issues that go properly past unhealthy 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 title, 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 fascinating one.

And nobody could possibly be bothered to inform or can’t be bothered to tell the corporate’s help staff (if it nonetheless exists) as a result of a go to to X’s help section nonetheless makes use of the Twitter title and blue hen alongside directions on find out how 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 tough. Getting all of the transferring components of content material, interfaces, and packaging modified is big. Customers normally resist it. As Robert says, “A rebrand is actually about ranging from scratch. It’s in all probability probably the most tough challenge 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 may 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 title 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 once they had a brand new set of merchandise, comparable to banking, audio, video, messaging, and even items and companies, 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 possibly, 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 folks to speak or get publicity for a comparatively meaningless title change?

Robert says given the context of every thing else taking place to and inside X, it’s only a case of somebody who does what he desires 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