Saying Goodbye to My eX
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 characterize the neighborhood that it serves?
After I consider Twitter, I consider a neighborhood of people that come collectively to talk about particular matters. It represents relationship-building and the way on-line followers can develop into IRL friendships (significantly, I’ve met quite a few pals over Twitter).
The chook and the language round Twitter all represented that neighborhood not directly. The identify and branding of X really feel incomplete—contemplate one other controversial rebrand, dropping the HBO from streaming service HBO Max, that had a rollout, offering a proof of the adjustments.
The straw that broke the model’s again
The sample of swiftly made selections since Musk’s takeover has shaken customers’ belief and led advertisers to query whether or not it is a platform the place they wish to maintain spending valuable advertising {dollars}.
The variety of U.S. customers has dropped because the change in management. I personally see fewer of my friends and pals tweeting than beforehand. Even the variety of advertising-related #TwitterChats has decreased.
Compared, regardless of their very own missteps, Fb and Instagram really feel extra steady. With the current addition of Threads, a direct rival to Twitter, to Mark Zuckerberg’s social empire, I might relatively put cash into these platforms or different promoting executions.
On the finish of the day, this all feels prefer it’s extra concerning the ego of the corporate’s proprietor than what the audience really needs. A brief checklist of these requests: an edit button, much less hate speech, extra consumer safety, a chronological feed and prompt customers primarily based on our personal utilization of the platform. And as everyone knows, a model is about greater than the proprietor, CEO or any stakeholder inside the firm. It’s about how the general public (your audience) sees you.
