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Topline
Elon Musk’s abrupt decision to do away with Twitter’s iconic blue bird and rebrand as “X” erased one of social media’s most recognizable brands overnight and potentially killed billions in brand value, but marketing and branding experts told Forbes the unconventional and seemingly reckless strategy signals the start of Musk’s promised “everything app” and could have more to it than meets the eye.
Key Facts
Musk’s Twitter rebrand is an “exceptionally risky move” as it jettisons 15 years of brand value and forces him to build a new brand from scratch, Forrester vice president and research director Mike Proulx told Forbes, a task he said is “no small feat.”
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