Week 6 Discussion
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School
Portland State University *
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Course
311
Subject
Information Systems
Date
Feb 20, 2024
Type
docx
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2
Uploaded by SuperHumanStrawKangaroo80
1.
What, if any, is your relationship with X or it's former incarnation as Twitter? What are your personal thought on the rebranding effort?
2.
Describe Elon Musk’s history with the letter ‘X’ and his vision for what has been
previously known as Twitter.
3.
Discuss employee (current and former) and user responses to Musk’s rebranding. Connect your discussion to concepts on brand value and equity
4.
Do you think the company formerly known as Twitter will be successful in the long run? What role does branding play in your prediction?
X (formerly known as Twitter)
I go on Twitter occasionally to look at digital art and read news about some shows. Personally, the name X is unusual for me. I’m used to seeing the bird logo and calling it Twitter. It makes me wonder why a known brand name changed to a letter.
For X’s consumers, it’s unusual the brand name and logo changed all of a sudden. Many users of the younger generation especially grew up with the bird logo. Musk, X’s owner, says his reason for the change was his fractionation of the letter (Ansari et al., 2023). His fascination comes from the letter X’s association with brands he enjoyed, even naming his son “X”. An electric car company, Tesla, Musk goes to calls its vehicle model X (Ansari et al., 2023). Musk hopes X will turn into an “everything” app (Corse and Rattner, 2023). His vision has yet to come true, however. Some former employees shared publicly their dislike for the rebranding, as well as users of
the social media platform. Connell, who worked as an account manager at X from 2018-
2020 got LinkedIn to change the black and white X logo back to the bird on his LinkedIn profile (Ansari et al., 2023). Connell said he thinks if he had X on his resume instead, work opportunities would not come up (Ansari et al., 2023). One user asked on a post “Why kill the bird?” (Ansari et al., 2023). Multiple users posted “I don’t get it” (Ansari et al., 2023). X Corp. CEO Yaccarino, who is a current employee seems positive about X’s direction. She even says “90% of the top 100 advertisers are back” (Corse and Rattner, 2023). Most reactions to the rebrand were negative but a few employees, including Musk, remain optimistic. As of right now, X is struggling a little. According to Corse and Rattner, “downloads for X have dropped since Musk renamed the platform” (Corse and Rattner, 2023). Additionally, ad revenues have dropped. Musk even claims “ad revenues dropped by 60% in the last month” (Corse and Rattner, 2023). The lower numbers in downloads can be explained by consumer and X’s former employee’s brand awareness, brand associations, and perceived values. Adding onto when a user asked, “Why kill the bird?”. The user had emotional links
to the old bird logo, and the change confused them. Former employees perceived less value for the social media platform even wanting to disconnect themselves from it. Finally,
users who use mobile devices may not even be aware Twitter rebranded to X. A user would be taken to “X.com” after typing in “Twitter.com” on a computer. Mobile users will not necessarily know this. X’s drop in ad revenues can be attributed to everything from the consumer and employee perspectives.
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