Saying Goodbye to My eX

Over the weekend, Elon Musk introduced a significant change for Twitter. All of us hoped it was a joke, that he wouldn’t really change the identify of such a well-established model. However as we’ve all come to see, he was fairly critical.

With the help of CEO Linda Yaccarino, Musk has modified the identify of Twitter to X.

Whereas opinions concerning the rebrand ranged from confusion to annoyance, it looks like no X customers, or these on its competitor Threads, is a fan of the rebrand, and for good purpose. Not solely was the change pointless, it additionally disregarded the years of name work that had been carried out.

Some platform that I used to know

Since Twitter’s debut in 2006, a sure vocabulary related to the model (retweets, tweeps) together with its recognizable blue chook brand, have been quickly adopted by customers. That kind of name advocacy normally takes years to construct. But inside 24 hours, it was all gone… for a single letter.

Over the previous few months because the possession transition in October, we’ve all seen the change within the website’s advertisers. Gone are the Eating regimen Coke, Categorical and upcoming rom-com advertisements I used to be usually served in my feed; as a substitute, it’s stuffed with obscure manufacturers that don’t match my private purchaser persona. Fairly than being served a Barbie advert in my feed this weekend, I’ve been served advertisements for obscure bank cards and b-to-b cybersecurity firms.

Ditching the model fairness of Twitter in a single day makes customers and advertisers query the decision-making of the model. Was there a properly through-out plan? It’s exhausting (or straightforward) to inform by the shortage of updates throughout the platform; even a Google search carried out at 4:30 p.m. on Monday nonetheless confirmed Twitter as the primary area. (To not point out that the Twitter signal on the platform’s headquarters couldn’t even be taken down on Monday as a result of a lack of a allow.)