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September 2, 2023

How Elon Musk bungled Twitter's rebranding

Blog: USAPP

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Abstract

Changing brand names is risky. Brand clarity, employee morale and customer trust are all at stake. In the case of Twitter, Eli Sopow compares Elon Musk’s moves to those of a cowboy. When Musk bought Twitter in 2022, he turned it into X in a haste, "[riding] it like a wild bull through a delicate and … Continued

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