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  • Marwa Kaabour

Will A Legacy Brand Become An Egocentric-brand?

In my book, I delved into cautionary tales surrounding #rebranding efforts driven by knee-jerk reactions to competition or market changes. Branding is the DNA of a company. It doesn’t change overnight, but over the years, gradually. However, there are instances where #rebranding is justifiable, this is when companies re-position themselves and their value proposition. This is true in the latest rebranding announcement of #Twitter's recent name change to #X to align with their evolving direction of Elon Musk's ambition to make it into an "everything app".

This evolution has birthed #X, a brand that transcends Twitter's original purpose. Rebranding is a powerful tool, but it must be approached strategically. When we look at a legacy brand like Twitter, shareholder's value must not get discounted. A complete brand change is not merely about superficial changes like names, logos, slogans, or colors; rather, it should reflect the underlying structural and operational shifts within a company.

Now, let's pause and reflect. Does X overly hinge on the personal brand of #ElonMusk? Are we witnessing a case of ego-driven branding? Join me as we dive into the intriguing interplay between brands and their founders. Remember when Apple's stocks declined after the departure of Steve Jobs? It raises the question of the long-term sustainability of X. Also, do we now just ‘X’ or do we ‘Tweet’?

So, what are your thoughts? Is this the right move for X? Share your insights and let's ignite a conversation in the comments below.

If you wish to learn more about branding and tips to make it successful, I would recommend you buy a copy of my book:

Elon Musk Profile On The X Platform



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