Beyond rebranding

Changes in Twitter are destroying value

Twitter’s blue bird has been shooed away. Tweets will now be called “X”s, and Elon Musk’s obsession with the letter “X” has now been cemented into a new brand logo. But this is not a mere logo change. Nor is it limited to a name change. This is much more than a re-branding exercise. Brands have often refreshed their logos to signal a change or improvement in their offerings for their stakeholders, especially the customers. What has happened here is, by all appearances, the first definite step has been taken towards realising Mr Musk’s long-cherished, but so far elusive, dream