Prof G Markets: Twitter’s Rebrand to X, Mattel’s IP Playbook, and What’s Next for Snap

Brand Equity

Scott Galloway critiques Twitter's rebranding to "X," highlighting the potential damage to its brand equity. He argues that Twitter's global recognition and its iconic bird logo have been squandered, likening the decision to burning a valuable asset. Galloway emphasizes the importance of brand awareness, noting that most consumer purchases are made from familiar brands, and questions the logic behind discarding such a well-established identity 1.

Twitter has global awareness. Almost everybody knows what Twitter is. In addition, the bird logo is arguably one of the strongest visual metaphors in the world.

--- Scott Galloway

He suggests that Elon Musk's decision reflects a broader issue of hubris and lack of oversight, as success can lead to poor judgment 2.

   

Cultural Impact

The cultural implications of Twitter's rebranding to "X" are significant, with public perception largely negative. Claire Miller humorously compares the new logo to a "condom that's gonna break," illustrating the discomfort and confusion it has caused among users 2. The rebranding has disrupted the language and culture surrounding the platform, as users can no longer refer to posts as "tweets," which were integral to Twitter's identity.

This x logo, to me, it literally looks like a wrapper for a condom that's gonna break.

--- Claire Miller

Galloway notes that such drastic changes can alienate users and diminish the brand's cultural relevance, making it a cautionary tale in brand management.

   

Rebrand Failures

Twitter's rebranding to "X" is seen as a major failure, with Galloway discussing the pitfalls of such decisions. He shares his own experiences with rebranding, emphasizing the importance of maintaining positive associations and avoiding unnecessary changes 3. Galloway reflects on past corporate rebrands, like Datsun to Nissan, which took years to recover from due to confusion and loss of brand equity.

You want to opt for something people can spell, ideally has some positive associations or associations congruent with the category and give you a lot of latitude because you don't know what products or what industries you're going to go after and then don't change it.

--- Scott Galloway

He argues that Twitter's shift to "X" lacks strategic foresight and could be remembered as one of the most misguided brand decisions in history 4.