Most rebrands start with an introduction to the identify, the story behind it and the place the data got here from to tell the change. What led to the brand new identify, and why does it replicate who the corporate is at this time vs. years in the past? And, maybe most significantly, how does it symbolize the group that it serves?
Once I consider Twitter, I consider a group of people that come collectively to talk about particular matters. It represents relationship-building and the way on-line followers can turn into IRL friendships (significantly, I’ve met a variety of buddies over Twitter).
The chicken and the language round Twitter all represented that group ultimately. The identify and branding of X really feel incomplete—think about one other controversial rebrand, dropping the HBO from streaming service HBO Max, that had a rollout, offering an evidence of the adjustments.
The straw that broke the model’s again
The sample of unexpectedly made choices since Musk’s takeover has shaken customers’ belief and led advertisers to query whether or not it is a platform the place they need to hold spending valuable advertising and marketing {dollars}.
The variety of U.S. customers has dropped because the change in management. I personally see fewer of my friends and buddies tweeting than beforehand. Even the variety of advertising-related #TwitterChats has decreased.
As compared, regardless of their very own missteps, Fb and Instagram really feel extra secure. With the latest addition of Threads, a direct rival to Twitter, to Mark Zuckerberg’s social empire, I’d somewhat put cash into these platforms or different promoting executions.
On the finish of the day, this all feels prefer it’s extra in regards to the ego of the corporate’s proprietor than what the audience really needs. A brief listing of these requests: an edit button, much less hate speech, extra person safety, a chronological feed and steered customers based mostly on our personal utilization of the platform. And as everyone knows, a model is about greater than the proprietor, CEO or any stakeholder throughout the firm. It’s about how the general public (your audience) sees you.
