The rebranding of Twitter by Elon Musk has encountered some challenges in its early stages. The billionaire entrepreneur announced the change from Twitter to X, the company he acquired for $44 billion in October. However, the rebranding process has faced legal issues and criticism from users.
Musk’s social media company is already facing potential legal battles and negative feedback regarding the new branding. Although other tech giants like Google and Facebook have rebranded their parent companies, Musk’s change is different as it involves renaming Twitter’s iconic name and branding at the product level.
Musk has even directed users to refer to posts on the platform as “x’s” instead of tweets, which poses another challenge to the brand’s image and value. Analysts predict that the rebranding could result in a loss of $2 to $5 billion in value for the company.
Despite the initial struggles and online mockery, Musk’s rebranding is part of his long-term plan to transform the company into his “everything app.” While there may be risks involved, this gamble could ultimately pay off.
X Rebrand Faces Online Mockery
Although the changes to the platform seem to be superficial, they have been met with criticism and inconsistency. Users see the X brand logo at the top of the web browser version, but the platform’s birdhouse icon, which leads to the “home” feed, still features the traditional Twitter logo. The mobile app is also still called Twitter and displays the blue bird logo.
Online users have mocked the rebranding, comparing the Twitter logo to the “Barbie” movie and likening the X logo to adult content. In a real-world roadblock, San Francisco police disrupted the changing of the Twitter sign outside the company’s headquarters.
Ownership of the ‘X’ Trademark
Musk’s plans to rebrand as X may face legal hurdles as other companies already hold intellectual property rights to the letter. There are nearly 900 active U.S. trademark registrations covering X across various industries. This leaves Twitter susceptible to lawsuits from others claiming ownership.
Legal experts suggest that existing companies like Meta and Microsoft may not sue Musk’s company unless they believe it threatens their brand equity. While litigation may be a possibility, it is unlikely to completely halt the rollout of X. As a large company, Musk’s company would likely be able to negotiate settlements to resolve any legal disputes.
What’s Next for X?
Although X has only made superficial changes to its platform so far, CEO Linda Yaccarino stated that the new app will offer a wide range of services in audio, video, messaging, and payment/banking. The vision for X is to become a versatile platform that can deliver various services, but no specific timeline or details have been provided.
While the long-term vision for X makes sense, its execution will face intense scrutiny. Musk aims to build a super app, and this aggressive rebranding is a step towards that goal.
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