A succession of upheavals have characterised Elon Musk’s leadership of Twitter since he acquired the social media platform in November 2022 – from his U-turns on the acquisition, to firings and rehirings and a significant drop in advertising revenue. But his latest move is the most significant: abandoning the globally recognised Twitter brand and renaming the platform X.
Such drastic changes are usually accompanied by presentations delving into rebrand reasoning from company execs desperate to show how the new image aligns with organisational strategy and company vision.
But in keeping with Twitter’s disruptive nature of late, no in-depth explanation for the X rebrand was given to company outsiders, although Musk invited users to submit a logo design. In a widely reported-on internal memo, chief executive Linda Yaccarino invited staff to “build X” with her and Musk, without giving details as to how and why.
