The Twitter rebrand is in full swing (and it’s not glorious)

X does not mark the spot.

Elon Musk introduced renaming Twitter to X. The logo has been changed in the corner of the site. Then the website was redirected to

The X logo replaces the bird on the app icons. This week, the slogan that’s always been there transitioned from “let’s talk” to “blaze your glory.”

Robert Rose, CMI’s Chief Strategy Advisor, explains what the Twitter rebrand can teach B2B marketers in this week’s CMI News video. Watch it below or read on for the highlights:

The rebranding caused quite a stir, revealing the larger, hidden challenges of introducing a new identity into an existing company. Whether done on purpose or just carelessly, the rebranding of Twitter and X highlights the potential problems that go well beyond poor design.

Twitter’s new @X identity, via @Robert_Rose @CMIContent, showcases the potential rebranding issues that go well beyond poor design. Click to tweet

A week after the launch of And this week’s article on the battle between threads and Twitter (aka X) is interesting.

And no one could bother to share or inform the company’s support team (if it still exists) because a visit to X Help Center still uses the Twitter name and blue bird, along with instructions on how to tweet, retweet, and even forward your tweets to circles.

Given the content on @X’s help page, the support team did not receive the message about the renaming via @Robert_Rose @CMIContent. Click to tweet

The rebrand of Twitter tells a story

Change is hard. Changing all the moving parts of content, interfaces and packaging is huge. Consumers usually resist it. As Robert says, “Rebranding is really about starting from scratch. It’s probably the most difficult project a marketing team will ever undertake.”

Almost all rebrandings involving legacy companies occur because of a crisis — a takeover that sees two companies rebranding as the stronger one, a disaster that the brand must distance itself from, or a product split that requires a new look.

“One could argue that this X rebranding is due to the acquisition of Elon. But he hasn’t opted for a stronger brand identity; He chose an undecided or weaker brand,” says Robert.

change the name Now reinforces the self-made disaster of the publicly criticized platform.

Twitter’s name change now reinforces the publicly criticized platform’s self-made disaster via @Robert_Rose @CMIContent. Click to tweet

“They could have made something of renaming the company when it had a new line of products like banking, audio, video, messaging and even goods and services they promised. Now they have missed all those opportunities,” says Robert.

What does the X strategy mean?

But does it all matter?

Maybe, just maybe, Elon and the team at Is this a genius way to get people talking or to promote a relatively meaningless name change?

Robert says that given the context of everything else that happens with and in X, it’s just about someone doing what they want, no matter what. He radiates his fame.

What do you think? Let us know in the comments.

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Cover photo by Joseph Kalinowski/Content Marketing Institute

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