The Great X-periment: The Pros and Cons of Elon Musk’s Twitter/X Rebrand

The Great X-periment: The Pros and Cons of Elon Musk’s Twitter/X Rebrand

Elons Musks, an alien from a distant planet where life is silicon based and inhabitants simultaneous exist in this dimension and an alternative one comprised of pure, cotton candy flavored chaos, came to Earth because life on this planet was simply far more interesting than life back home. 50 years later, and after a slight change to his name to help blend in, he had an idea.

His idea? Develop an “everything app”. A place where you can chat with strangers, advertise your business, make and take payments (decentralized of course, brah), play video games, express views, travel between dimensions, warp time and/or space, create worlds, watch them die, become God, send your only son to rack for the sins of the father, be born again, end the universe as we know it, and start it all over again type platform.

An everything app. Named X. Not just a brand, but life to X’ddd degree… Or something.

Musk, a proud member of Generation-X, has always seemed to have a fascination with the letter “X”, often incorporating it into his entrepreneurial endeavors. One of his earliest ventures,, was an online banking service and precursor to PayPal. In 2002 he launched an aerospace manufacturer and space transportation company named SpaceX. His car company Tesla, has a the electric luxury SUV Model-X, and most recently he has jumped on the artificial intelligence band wagon and started the company, XAI, or “Explainable Artificial Intelligence”, which is either a concept of creating and designing AI systems in a way that their decision-making processes and outcomes can be easily understood and explained by humans oooor a new electro-funk collaboration with Kanye West and a sentient Air Fryer.

In a recent interview with CNBC, Musk X-plained why he decided to rebrand Twitter to “X” and noted that it’s more than just a name change. Instead, it represents his plans to create this so called “everything app.”

“Twitter was acquired by X Corp both to ensure freedom of speech and as an accelerant for X, the everything app. This is not simply a company renaming itself, but doing the same thing,” Musk explained in a post Monday night. “The Twitter name made sense when it was just 140 character messages going back and forth — like birds tweeting — but now you can post almost anything, including several hours of video. In the months to come, we will add comprehensive communications and the ability to conduct your entire financial world. The Twitter name does not make sense in that context, so we must bid adieu to the bird.”

It’s a move that business analysts and advertisers consider risky, marketing designers consider annoying, and Berkely University students consider offensive for several TBD reasons. So, let’s analyze the decision from a marketing and branding perspective, and review three potential pros and three conceivable cons to this latest wait-and-see from your favorite sentient NFT, Elon Don The Dusk-Musk.


  1. Expansion of Services: The rebrand to “X” reflects the platform’s evolution beyond its original function. You know, like when you start out with a Bulbasaur in level one of the game but by level four all of a sudden he wants an open relationship and time alone to pursue his budding TikTok career. Things change is my point. The new platform now encompasses services like communication, shopping, financial management, audio, video, messaging, payments, and banking. This evolution aims to redefine social media and create a multifaceted hub for interactivity, fueled by AI. What could go wrong, ameright?
  2. Renewed Brand Image: The decision to rename Twitter as “X” has been seen by some as a refreshing and bold move.. Like when Pepsi-Cola changed its name to just Pepsi, or when Coca-Cola changed back to Coca-Cola Classic. Aligning with Musk’s unconventional approach and vision, the rebrand showcases Twitter’s adaptability and commitment to staying relevant. Clinton Clarke, Digital Creative Director at Siegel+Gale, even suggests it could refresh the brand’s appeal and purpose, while my grandmother suggests, “what the fuck is a Twitter?” Thanks Nana.
  3. Preparation for Major Transformations: The change signifies a strategic shift to decentralized blockchain and an uncensored speech platform, preparing users for forthcoming major transformations. Luke Lintz, CEO of HighKey Enterprises, sees this as part of Musk’s strategy to shock and attract attention, fostering unlimited interactivity and innovation. Much like yourselves, I’ve no idea what all that means, but I’ve been assured by many an internet crypto-bro that it’s a good thing.


  1. Loss of Familiar Brand Identity: The sudden name change poses risks of erasing years of Twitter’s branding efforts. Some industry experts express concerns about losing the familiar Twitter brand, which could create uncertainty among existing users. “Will we still be free to hurl racist and sexist remarks at AOC?”, “Will I still be able to signal virtue to my followers online, while not actually doing shit for my community in real life?” Users just don’t know where things stand on this digital hallowed ground anymore.
  2. Potential Advertisers’ Backlash: Not since Kid Rock posted his video shooting up some Bud Light cans, have we seen such potential for social backlash! Since Musk’s takeover and the transition to “X,” there is growing uncertainty among advertisers. Some advertisers have already left the platform, and the rebrand could exacerbate this uncertainty, leading to more business losses. Linda Yaccarino, the new CEO, has been brought in to address these concerns, but the situation remains challenging. Bawitdaba da bangda dang ditty, indeed.
  3. Challenges in Implementation and Content Safeguarding: The ambitious vision of transforming “X” into an “everything app” is filled with complexities. It’s like if Ikea sold you the Enigma Machine from the movie Imitation Game but instead of using buttons to break the Nazi code a couple who hates each other needs to decide where they want to go for dinner that night. Challenges include retaining existing users, addressing content concerns, safeguarding against harmful content, and translating the vision of a global marketplace into reality. The success of “X” hinges on the ability to navigate these difficulties and deliver on Musk’s expansive vision.

So, what’s the verdict? From a marketing and branding standpoint, we’ll just have to wait and see. At the end of the day the reality is that if the switch to “X” goes tits up, Elon and the tech nerd over at Twitter will be able to change the company name right back and we’ll all forget about it in a year.

Tim Denning just reminded us all in his newsletter this morning about how “this “(Twitter vs. X) change is similar to when AT&T changed to Cingular. Do you remember that? Cingular (Random brand name) vs Deutsche Telecom/TMO (Germany) ….worked fine in the early days.…but when TMO started threatening to take over the world, you’ll notice that they changed right back to AT&T.”

This was a real thing. One of the biggest companies in the world changed their name… and then changed it back again. It happened in the real world. Which means that it took a little more effort than some software engineer swapping out a few lines of code for a month. When Twitter changed to X, everyone just woke up to a new world on their phones.

But when AT&T changed to Cingular and back again… That took A LONG time and was SUPER expensive. They had to create all new billboards, television ads, posters, logos, trucks, storefront buildings, polos that the employees wore and everything else.”

Politics, fights on boats, and I guess actual aliens visiting the planet will soon take back the airwaves, just in time for “” to surreptitiously switch back to, or perhaps if Elon’s feelin’ extra spicy, to

Thank you, Jash

If you have any feelings or thoughts on this piece, or if you would like to discuss your own marketing, branding or design projects, please say [email protected]


NUMBER:1 URL: TITLE: Musk explains why he’s rebranding Twitter to X: It’s not just a name change CONTENT: Elon Musk explains his decision to rebrand Twitter as “X,” intending to create an “everything app.” The move is aimed at expanding beyond the limitations of the Twitter name, allowing comprehensive communications and financial services. However, business analysts view it as a risky move, as it undoes years of branding. Musk hired a former NBCUniversal advertising executive to reassure advertisers, emphasizing the platform’s growth and the vision to create a global marketplace for various experiences.

NUMBER:2 URL: TITLE: Elon Musk’s Twitter (now X): Everything you need to know, from layoffs to verification CONTENT: Elon Musk acquired Twitter and renamed it “X” with the vision of fostering trust and inclusivity for public discourse. The acquisition faced legal challenges, but by October, Musk became the platform’s owner. Twitter (X) witnessed significant changes, including rebranding and Musk transitioning to executive chair and CTO. Linda Yaccarino was announced as the new CEO. In July 2023, X launched its ad revenue sharing program globally, replaced the iconic bird logo with ‘X,’ and changed its official handle to @x. Additionally, the platform prepared to introduce a job listing feature.

NUMBER:3 URL: TITLE: Does Elon Musk Have a Strategy? CONTENT: Elon Musk’s strategy, observed through his various ventures like Tesla, SpaceX, and others, revolves around a bold and clear vision for the future. He tackles complex problems that require massive investments, aiming to create solutions on a large scale. Rather than focusing on specific solutions, Musk is drawn to navigating scale and overcoming complexity. His strategy offers valuable lessons for entrepreneurs and investors in nascent markets. By understanding Musk’s broader vision and problem-solving approach, executives can apply these insights to their own businesses, while also gaining a lens to analyze his attempted acquisition of Twitter in the context of his overall strategy.

NUMBER:4 URL: TITLE: Inside Elon’s “extremely hardcore” Twitter CONTENT: Elon Musk acquired a significant stake in Twitter, becoming its largest shareholder and getting a seat on the board. He saw Twitter’s potential wasted under Jack Dorsey’s catatonic leadership and believed it had become corrupted, biased towards governments and liberal media. Musk planned to cut 75% of the company, but the site’s influence, once weaponized by Donald Trump, had declined due to controversies and the platform’s “nastiness.” After Trump’s ban, Twitter focused on content moderation and healthy conversations. Musk aimed to revitalize the platform and address his concerns by acquiring it.

NUMBER:5 URL: TITLE: Login twitter account. Can’t access your … – CONTENT: The provided text seems incomplete and lacks context. It appears to be a snippet of content related to logging into a Twitter account and possibly encountering issues. However, without additional information or the full context, it is challenging to provide a meaningful summary.


NUMBER:1 URL: TITLE: Pros and Cons of Twitter’s Rebrand to “X” CONTENT: Elon Musk’s plan to rename Twitter as X has generated excitement across various media platforms. Musk envisions X as a comprehensive digital hub, combining communication, shopping, and financial management. The transition is expected to redefine social media by simplifying the user experience, monetizing services, and fostering innovation. Musk’s reputation for innovation and leadership is anticipated to drive growth and user engagement. The rebrand showcases Twitter’s adaptability and commitment to staying relevant. However, potential challenges include retaining existing users, addressing content concerns, and safeguarding against harmful content.

NUMBER:2 URL: TITLE: Musk extols Twitter’s new X name, but analysts are dubious CONTENT: Elon Musk’s surprise decision to rename Twitter as “X” has ignited mixed reactions. While some view it as a bold move aligned with Musk’s unconventional approach, others express concerns about losing the familiar Twitter brand. The abrupt shift raises questions about the future trajectory of the platform. Musk justifies the rebrand by emphasizing the platform’s evolution beyond its original 140-character messaging format, aiming to encompass diverse services including extensive communications and financial features. The transition reflects Musk’s vision of transforming X into a multifaceted hub for interactivity, fueled by AI and incorporating audio, video, messaging, payments, and banking.

Linda Yaccarino, CEO, envisions X as a global marketplace fostering unlimited interactivity. However, translating this vision into reality poses significant challenges. Musk’s erratic behavior and focus on controversial statements have raised doubts about his ability to steer the platform effectively. Industry experts and analysts debate the impact of the name change. Clinton Clarke, Digital Creative Director at Siegel+Gale, suggests it could refresh the brand’s appeal and purpose, while also expressing concerns that the new ‘X’ logo might prioritize Musk’s image over users.

Luke Lintz, CEO of HighKey Enterprises, views Musk’s strategy as a quest for attention through shocking changes. The name switch from Twitter to X aims to prepare users for forthcoming major transformations, including a shift to decentralized blockchain and an uncensored speech platform. However, backlash from long-time Twitter users and advertisers is anticipated. Advertisers’ uncertainty regarding content and Twitter’s reputation have led some to leave the platform since Musk’s takeover. The transition to X could exacerbate this uncertainty, potentially leading to more business losses.

In sum, Musk’s renaming of Twitter to X sparks a blend of excitement, skepticism, and concerns regarding the platform’s future, user loyalty, and advertiser relationships. The success of X hinges on its ability to deliver on Musk’s expansive vision while navigating challenges posed by its abrupt transformation and the broader social media landscape.

NUMBER:3 URL: TITLE: Musk explains why he’s rebranding Twitter to X: It’s not just a name change CONTENT: Elon Musk’s decision to rebrand Twitter as X reflects his intent to establish an expansive “everything app.” Musk clarified that the shift represents more than a mere name change, emphasizing that the original name made sense for short messages but is inadequate for the platform’s evolving capabilities, including video sharing and comprehensive communications. This move, however, poses risks, potentially erasing years of Twitter’s branding efforts. Advertisers’ concerns about the platform’s safety prompted the appointment of former NBCUniversal executive Linda Yaccarino as CEO. Yaccarino aims to reassure advertisers and highlights the platform’s growth in various aspects like audio, video, messaging, payments, and creating a global marketplace for ideas and opportunities.