2023-07-31 16:25:54
Twitter took a historic and monumental turn by announcing the change of its name to X, a turn that, of course, is a commitment to transform the platform and diversify its services in a significant way, but that has also left many questions in the air. .
And it is that as Rodrigo Diez, CEO of the branding consultancy Padre Group, explained to Expansión de México, the name is the most durable element in a brand and that its change is usually done due to reputational, legal or credibility problems.
“Name changes in a brand usually indicate an evolution or the end of a life cycle. But the name should always emanate from the brand strategy and be aligned with its positioning, which could imply that X will become the main axis of an application conglomerate with a broader and more diverse proposition”.
However, nothing seems clear for the network that summons 360 million monthly active users, users who have not been amused by the name change and have joined, for the most part, the global trend X to Twitter, in where they show their discontent:
However, the name change was something that could be seen coming, because when the social network changed its iconic logo on July 25, Elon Musk wrote in his personal account: “Soon we will say goodbye to the Twitter brand and, shortly Little by little, of all the birds. In the coming months, we’ll be adding comprehensive communications and the ability for you to run your entire financial world. The name Twitter does not make sense in this context, so we must say goodbye to the bird.
According to Díez “if the strategy behind the rebranding is solid and aligned with the company’s long-term vision, the market will eventually assimilate and understand its true scope”, and that is something that only time will tell.
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