X marks the spot

Twitter has rebranded to X. In a survey I launched last Summer on LinkedIn, partly for fun and without statistical significance, more than 80% of the few respondents declared that Twitter is now dead with this decision. Why?

It’s one of those pieces of news that make us all feel like marketing experts lounging under the beach umbrella. Especially so when you add that the ‘bird killer’ is a divisive figure like Elon Musk and that the decision was made based on a ‘good enough’ logo, just as you and I might have done while launching our blog, returning from the beach after discussing marketing on our sunbeds (“If a good enough X logo is posted tonight, it would go live worldwide tomorrow“‘ Musk tweeted himself).

Is Elon Musk a genius?

Genius or recklessness? We are all confident that there is a long-term vision behind it, on the altar of which brand value and user centricity have been sacrificed, along with a handful of managers and employees that the new ownership has already laid off.

Does Web 3 have a role to play in this? And, most importantly, what is Web3? How can we use it in real life and in our work?

What we have learned:

• Twitter has rebranded itself as X.
• The decision seems to have been made at the behest of Elon Musk himself.
• The strategy behind this decision is not known – at least not to date.