They said it wouldn’t happen, but here we are: Elon Musk has killed Twitter. Well, rebranded it.
Twitter is now simply X, and people both on and off the popular social platform are going, “Huh?” We’ll explore what the new branding means, how likely it is to stick, and what the reasoning behind it might be.
What happened to Twitter?
If you logged onto Twitter for the first time in a bit this week, you may have been hit with a shock. That iconic blue bird in the upper left has been replaced by a simple unicode character: 𝕏.
The announcement came suddenly, late at night on July 24th: Twitter was no more. The social network would now be called “X,” and gradually, all Twitter branding would be dropped, courtesy of executive chair Elon Musk.
Changing that upper right logo on Twitter for Desktop was easy—earlier this year, Musk replaced it with a doge meme. After that, Musk made x.com redirect to Twitter and changed all company profiles from “Twitter” to “X.” They actually had to buy the Twitter handle @X, which had been taken since 2007.
Is Twitter gone?
So far, a lot of X is still Twitter. The app is still Twitter, the URL is still twitter.com, and the old blue bird is still easy to find. Funny enough, if you open X without a login, you’ll see the X logo above an invitation to “Join Twitter today.”
If this rebrand continues apace, it could be a few months before the Twitter branding is fully dropped. For some, the new name represents a new beginning. But some legacy users may take this as a sign that Twitter as they knew it is dead.
Why did Twitter rebrand?
According to X CEO Linda Yaccarino, the company hopes to move away from social networking and towards a much broader range of digital services. They want to turn Twitter into a space for media, marketing, messaging, banking, and more, all powered by AI.
How has Twitter branding changed over time?
Up until now, Twitter has had some of the most consistent branding in all of social media. By the time it went public in 2006, it already had the light blue bird branding—and a lot of the same UI design we associate with it today.
In 2012, Twitter underwent their biggest rebrand. They dropped their wordmark and introduced a sleeker, more iconic version of their blue bird logo. Since then, Twitter branding went essentially unchanged for 11 years.
To put that into perspective, Twitter is essentially the only social network to keep its branding from the early ‘10s. Facebook, Instagram, and Pinterest have all rebranded since then; Foursquare and Google+, two of the era’s other heavy hitters, have gone under.
Through that lens, it might make sense for Musk, Yaccarino, and the rest of the Twitter team to feel that a refresh was necessary. On the other hand, Musk’s own history indicates something a little more personal.
Elon Musk’s history with the letter X
Let’s take it back to October 2022, before Twitter got bought out by Musk and back when it was, if nothing else, fairly reliable.
Musk was weeks away from closing the deal, after unsuccessfully trying to pull out of it. After much secrecy, he finally offered a cryptic insight into why he chose to buy the social network:
Let’s back it up even further, actually.
1999: Musk co-founds X.com
One of the most talked-about promises for the new Twitter is a banking hub. But that idea goes all the way back to the original x.com, an online bank founded by Musk in 1999.
The bank merged with its biggest competitor, Confinity, in 2000. Later that year, the board voted to replace Musk as CEO with Confinity co-founder Peter Thiel, while Musk was away on his honeymoon.
The next year, the company was renamed PayPal.
2002: SpaceX takes flight
Musk’s next endeavor was a space development project with the goal to reduce the costs of space travel and eventually colonize Mars. Its full name is the Space Exploration Technologies Corporation, but it’s commonly referred to as Space… X.
2017: Musk buys back X.com
Two years after releasing his Tesla Model X, Elon bought back the X.com domain from PayPal, citing its “great sentimental value.” As of this week, it now redirects to Twitter.
2020: Musk names his child X
Musk has had 10 kids with 4 partners, but the most notorious is his bizarre romance with indie pop star Grimes. Their child, born in 2020, is infamously named X Æ A-12, but referred to by both parents as X.
2023: Twitter, Inc. becomes X Corp.
Months prior to rebranding Twitter as X, Musk brought the social network under a new business, X Corp., announcing that the Twitter company “no longer exists.”
Is the Twitter rebrand good or bad?
That’s a matter of personal opinion, but there’s certainly plenty of reasons to be skeptical. Here’s some pros and cons:
Pros of the Twitter rebrand
A fresh start: Clearly, Musk’s plan for Twitter for at least the past year has been to use it as a launchpad for his “everything app.” If the plan is to roll out new, useful tech to Twitter’s large user base, it could turn out positive in the long run.
Twitter’s baggage: Like most of Silicon Valley, Twitter’s rep has soured in the past decade. Even before Musk took over, it became synonymous with toxic discourse, fake news, and harassment. While Musk’s constant changes didn’t help matters, they’re another reason why a brand refresh might be necessary. Facebook doesn’t want to be Facebook anymore, why should Twitter want to be Twitter?
Thinking bigger: When Tucker Carlson took to Twitter, he quickly fell off the map. The fact is, people don’t see Twitter as a place for long-form video. Musk clearly hopes to change that, and maybe abandoning Twitter’s rep for 280-character microblogging is the way to do it.
Cons of the Twitter rebrand
Twitter’s old branding is iconic: Twitter never had the biggest user base, but its cultural cache was undeniable. After making Twitter more toxic—and more annoying—many would argue that the only value it had left was its brand name. Musk’s $44 billion investment was already bleeding cash, and now it’s shed its tremendous brand recognition on purpose?
Pushing users away: A rebrand can be a fresh start for a brand when it’s accompanied by new offerings, but all this one does is encourage legacy users to jump ship. Twitter’s dead, now you’re hanging around on Elon’s pet project. That’ll be eight dollars.
Poor concept: We’re getting into opinions here, but let’s be real. Remember when U2 put their album on everyone’s phone? Now, Elon is foisting his “everything app” on Twitter’s user base. No one asked for it, it’s a 12-year-old’s idea of a cool app, and if it goes as smoothly as the other recent changes at Twitter, it’s dead on arrival.
Why do companies rebrand?
Branding is an important element of any company. Whether you use an in-house team or outside help, keeping your brand consistent across channels is key to business growth.
At Owners Mag, we rely on Penji, a subscription-based graphic design service, to keep our branding fresh.
Growing companies often rebrand when they plan to reach a broader audience or expand their offerings. As they scale, they may be able to afford higher-end branding, or have a greater need for brand consistency.
When a major company like Facebook or Twitter rebrands, it’s a dangerous game. Customers know these brands well, and they often react negatively to changes—even minor ones. So, why do they do it?
- Shifting focus: If a brand wants to change its identity, changing their visuals can help. This can reflect new values, new services, or changes in company structure. It’s the stated reason for the Twitter rebrand; they want to move away from microblogging and towards an “everything app.”
- Reputation control: This is another potential reason for Twitter’s rebrand. When a company develops an extremely negative reputation, it may change its name and branding to help lighten it. In 2003, infamous tobacco company Philip Morris rebranded as Altria.
- Modernizing: Ever notice how logos have gotten flatter and simpler over time? Consumer brands will make more subtle changes to their logo & branding to reflect changing aesthetics of the time. Many companies changed their branding in the mid-’10s to be more legible in different screen formats.
- Growing (or shrinking): Expanded to a new market? Dropped a major product line? Got bought out by another company? Any fundamental changes are often seen as a chance to rebrand, even if you’re not changing your values.
- Change for change’s sake: Not the most satisfying answer, but it’s true: companies often change their branding for no particular reason. Put yourself in the shoes of a new executive at a major brand. It’s had the same logo for decades now. Wouldn’t you be tempted to try something new?
From what we know, the Twitter rebrand seems to be a deliberate and planned choice. It reflects the platform’s desire to be much more than a space for short text posts.
The problem is, they haven’t introduced many of these promised features yet. For free users, Twitter doesn’t offer anything it didn’t offer a year ago; it just has a dull, forgettable new logo.
Embrace Failure to Unlock Success: 3 TED Talks That Show Us How
We’ve all experienced it – that sinking feeling of disappointment in the wake of a perceived failure. It’s a universal moment where aspirations seem to crumble and self-doubt looms large.
If you’re in that place right now and are looking for inspiration, you’ve landed on the right article.
In this post, we delve into three TED Talks that unpack the enigma of failure and its unexpected role in cultivating success. These talks offer a kaleidoscope of perspectives on why failure isn’t just an inevitable milestone but a necessary companion on the road to success.
1. Embrace the near win (Sarah Lewis)
When talking about success and mastery, the concept of failure often carries a negative connotation, something people try to avoid. However, in her enlightening 2014 TED Talk, “Embrace the Near Win,” art historian Sarah Lewis offers a refreshing perspective on the role of near-failures in our journey toward success.
Her insights, drawn from a blend of personal experiences and historical anecdotes, reveal the hidden power of the almost-failure, the near win, in shaping our path to mastery.
Lewis’s journey into understanding the value of near wins began with her first job at the Museum of Modern Art, working on a retrospective of painter Elizabeth Murray. She recalls a significant moment when Murray pointed out that some of her early works didn’t meet her expectations. One piece, deemed a failure by Murray, was discarded, only to be rescued by a neighbor who saw its value.
This incident sparked a realization in Lewis: success is fleeting, but the pursuit of creativity and mastery is a continuous process. It’s not the success itself but the near wins along the way that propel us forward.
“Mastery is not a commitment to a goal but to a constant pursuit.” – Sarah Lewis
Lewis extends this concept through the metaphor of archery, describing a visit to watch varsity archers. She observed the archer’s paradox, where the path to hitting the target involves aiming slightly off-course. This paradox mirrors the journey to mastery – it’s not about hitting the bullseye with every shot but understanding and valuing the near misses that drive continuous improvement.
As Lewis eloquently puts it, “Mastery is in the reaching, not the arriving. It’s in constantly wanting to close that gap between where you are and where you want to be.”
- Actionable Tip: Start recognizing and valuing your near wins. Whether in professional endeavors, creative pursuits, or personal goals, take time to reflect on those moments that fell just short of success. Understand that these instances are not failures but stepping stones towards mastery. They are opportunities to learn, adjust, and grow. By embracing your near wins, you align yourself with a mindset of continuous improvement and lifelong learning.
You can watch Lewis’ TED Talk here.
2. Success, failure, and the drive to keep creating (Elizabeth Gilbert)
Elizabeth Gilbert’s journey, as recounted in her 2014 TED Talk “Success, Failure, and the Drive to Keep Creating,” is a profound exploration of the emotional landscapes shaped by both success and failure.
Gilbert, best known for her bestselling book “Eat, Pray, Love,” delves into the complexities of how success can be as disorienting as failure, offering a raw and honest perspective on the creative process and the importance of staying true to one’s passion.
Gilbert begins her talk with a humorous anecdote about being recognized for “Eat, Pray, Love,” setting the stage for a deeper discussion on the aftermath of success. She describes the daunting task of writing a follow-up book, knowing it would be impossible to please everyone. This predicament led her to a significant realization: the importance of writing for the sake of creation itself rather than for the outcome.
“I had to find a way to make sure that my creativity survived its own success.” – Elizabeth Gilbert
Gilbert takes us back to her early days as an unpublished diner waitress, a time filled with rejection and self-doubt. Despite the constant setbacks, she found solace and purpose in writing. This period taught her a crucial lesson: her love for writing was greater than her fear of failure. She states, “I loved writing more than I loved my own ego.” This mindset was what propelled her through the darkest times and what she later relied on after her success.
- Actionable Tip: identify what you love more than yourself, make that your home, and anchor yourself in it. When faced with the extremes of success or failure, remind yourself of this foundation. It’s not about the accolades or the setbacks; it’s about the devotion to what you truly love. This grounding force is what will keep you balanced and focused, no matter what life throws your way.
You can watch Gilbert’s TED Talk here.
3. The unexpected benefit of celebrating failure (Astro Teller)
Astro Teller’s 2016 TED Talk, “The Unexpected Benefit of Celebrating Failure,” offers a fascinating glimpse into the culture of X (formerly Google X), a place he describes as a ‘moonshot factory.’
Teller’s insights provide valuable lessons on how embracing failure can drive innovation and lead to extraordinary achievements.
Teller begins by describing the unconventional atmosphere at X, where an aerospace engineer might collaborate with a fashion designer. This diversity fosters an environment where radical ideas are not just encouraged but expected. The key to their approach is to tackle the hardest parts of a problem first, actively seeking to ‘kill’ their projects early on.
“We’ve got this interesting balance going where we allow our unchecked optimism to fuel our visions. But then we also harness enthusiastic skepticism to breathe life, breathe reality into those visions.” – Astro Teller
One of the most compelling aspects of Teller’s talk is the balance between “unchecked optimism” and “enthusiastic skepticism.” This approach allows the team at X to dream big and remain grounded in reality.
They celebrate the process of learning through failure, which is a radical departure from the norm in most organizations. As Teller puts it, “We spend most of our time breaking things and trying to prove that we’re wrong.”
- Actionable Tip: Create an environment where failure is not just accepted but is seen as a valuable part of the learning process. Encourage experimentation and risk-taking, and when failures occur, focus on the lessons learned rather than the setbacks. This approach can lead to a more innovative, resilient, and dynamic team or individual.
You can watch Teller’s TED Talk here.
What Are Marketers Doing in 2024? [Budgets, Platforms, and AI]
There’s one topic dominating the marketing sphere: artificial intelligence (AI). And many marketers are hopping on board the AI train. Aside from AI, what other strategies are marketers investing in? Plus, what are their plans for achieving their marketing goals in 2024?
Sagefrog released its 2024 Marketing Mix report. They surveyed various professionals across different niches and received 2,400 responses. According to 48% of the participants, they will increase their marketing budgets. Most marketers will focus their efforts on event, direct, and content marketing.
Meanwhile, Canto reveals that marketers aim to increase content volume rather than raise their budget in 2024. Plus, here are the top five current challenges with the content creation process:
- Keeping up with the increasing demand for multiple channels
- Allocating budget and resources
- Aligning teams for better collaboration and workflows
- Locating and accessing assets
- Maintaining brand consistency
Marketers can leverage various channels to promote their business and cast a wider net to entice a new audience. For instance, WARC also published their survey (The Voice of the Marketer 2024) on which platforms marketers will invest in 2024. YouTube, TikTok, and Instagram are their top three platforms to post more content on.
Another survey that marketers participated in was Mediaocean’s “The Mediaocean Current: The 2024 Advertising Outlook.” Marketers for this survey will increase advertising investment on social media platforms, digital display and video, and connected TV.
AI and Marketing
Over 300+ marketers participated in Foundation Inc.’s report: “The State of AI Marketing.” Most marketers use AI in the workplace and for content creation. Despite adopting AI for content creation, these marketers believe that AI-generated content is worse compared to content created by humans. Plus, the marketers think it’s moderately useful to their job.
Kaltura has also provided another survey on AI use in marketing. Marketers in their study said they will increase AI usage in 2024. At the time of the survey, 88% had experimented with AI and 69% had subscribed to an AI tool. Like the previous study, marketers aren’t still completely satisfied with AI use. For instance, their top three reasons for not using AI are:
- Data security
- Integration with current systems
- Ethical and privacy issues
Besides that, they’re also not impressed with AI’s tone of voice, quality of generated content, and committing SEO penalties.
Effective Marketing Strategies
Now that you have the pulse on the latest marketing trends learn which strategies are effective in driving your marketing goals in 2024.
Hubspot reports that these are the top five trends that create an impact:
- Short-form videos
- Content presenting brand values
- Influencer marketing campaigns
- Social media selling
- Mobile-friendly website
If you want to capture your audience’s attention in a few seconds, short-form videos must be added to your content calendar. The content is up to you, but make sure that it’s edited properly and published on various platforms to reach more audiences. You could hire an actor to represent your brand. Or, you can use animation to make it even more compelling. But if you don’t have an editor on board but want to try videos, you can use AI-powered video editors to convert your written content.
Content Presenting Brand Values
If you want to connect with your audience and vice versa, you need to be transparent with your brand values. Authenticity brings you closer to your audience. One way you can go about this is by publishing a blog post about the purpose of your brand or business. Another example could be presenting your authentic brand through videos. Employees can be your “actors” and show how they interact with customers and exemplify your values through customer service and communication.
Influencer Marketing Campaigns
You can never go wrong by reaching out to influencers to introduce your brand to a whole new audience. Ensure that you find the best influencers to include in your marketing campaigns. The best way to find influencers without browsing manually is by using an influencer marketing platform. This helps you find the best influencer for your niche.
Social Media Selling
Dedicate some time to promote your products or services on social media through social selling. Social selling can entice followers and your target audience to watch your livestream. A new audience can learn more about your products while loyal customers get the latest updates, exclusive products, or service discounts!
This one’s easy to do with a web developer on board. After all, many internet users use their smartphones to browse and shop. Optimizing your website for mobile will enhance user experience. In turn, it will lead them to browse your website without a hitch. Additionally, if you have an optimized mobile website, this allows users to purchase without having to switch to another device.
Now that you’ve seen what marketers will be up to in 2024, the question is, should you do what other marketers are doing in 2024? On the one hand, you’d like to follow their strategies since theirs have worked in the past and are replicating or yielding better results. On the other hand, you might prefer doing what could work for your business and adjusting strategies.
King of Couture: How Bernard Arnault Turns Everything into Gold
The world of couture is one of opulence and decadence, and it is ruled by a king who built a global empire from the world’s finest threads and most luxurious fragrances. We’ve heard about Elon Musk and Jeff Bezos, but most of us are unaware of Bernard Arnault, the Chairman and CEO of LVMH Moët Hennessy Louis Vuitton. Let’s learn about this modern-day King Midas and billionaire saga.
Born in Roubaix, France, in 1949, Bernard Arnault was one of the five children of Jean Arnault and Marie-Josèphe. He grew up in a middle-class household, thanks to the engineering company his father owns. At 18, he moved to Paris, where he studied civil engineering and graduated with honors. During this time, he was able to visit famous fashion houses, developing an interest in the luxury goods niche.
After graduation, Arnault returned home to work for his father’s construction business. His business savvy enabled him to turn the business into a success. From this, he gained enough money to invest in the stock market and branch out to found his own investment company, Groupe Arnault. Through this, he started acquiring stakes in many other companies, including luxury spirits company Moët Hennessy and fashion brand Louis Vuitton.
Bernard Arnault’s acquisition of the two companies led to its merger to become LVMH. Before the end of the 1980s, LVMH became one of the world’s top luxury goods brands. He became chair and CEO in 1989 and has since held these positions.
Under Bernard’s leadership, LVMH became the owner of a wide array of high-end brands: Christian Lacroix, Loewe, Givenchy, Céline, the DFS group, and Sephora, to name a few. The company owns many more household name brands in more than 70 countries. This success made Bernard one of the world’s wealthiest men and one of the most influential in the fashion industry.
Expanding His Kingdom
These key tactics summarize Bernard Arnault’s business expansion strategy:
1. Strategic Acquisitions: Arnault’s acquisitions of iconic brands across various sectors have made him master the deal, strengthening LVMH’s foothold in the industry. We can find its reach in the following:
- Fashion: Louis Vuitton, Givenchy, Fendi, Kenzo, Marc Jacobs, Emilio Pucci, Celine, and Stella McCartney
- Watches and Jewelry: Bulgari,Tag Heuer, Zenith, and Chaumet
- Wine and Spirits: Moët & Chandon, Hennessy, Veuve Clicquot Ponsardin, Dom Pérignon, Ruinart, and Krug
2. Building Synergies: Arnault’s acquisitions do not end there, he integrates them within LVMH. It uses synergies across divisions for shared resources, cross-brand collaborations, and leveraging brand prestige.
3. Empowering Brand Identity: Arnault respects the individual heritage and identities of all the brands he acquires. He knows that each brand has a unique character that has its own specific audience. Thus, he maintains each brand’s creative autonomy and artistic direction to ensure authenticity and quality.
4. Innovation and Craftsmanship Focus: Arnault invests in research and development to make sure that each brand is innovative. He also greatly values traditional craftsmanship to maintain each brand’s highest quality standards.
5. Global Expansion: Arnault’s recognition of the emerging economies in Asia and its growing luxury market enabled him to aggressively expand LVMH’s presence through store openings, partnerships, and customized marketing campaigns.
6. Communication and Marketing: Arnault understands the power of storytelling and developing a strong brand image. He believes in using targeted marketing campaigns, celebrity endorsements, and hosting exclusive events to create a desire and exclusivity for LVMH brands.
7. Long-Term Vision: Arnault looks to the future with LVMH by always looking for new growth opportunities without compromising the company’s core values.
Bernard Arnault’s Net Worth
With a net worth of $162 billion, according to the Bloomberg Billionaires Index, it would seem that Arnault has that Midas touch. He has this knack of turning everything he touches into gold. Struggling brands were revitalized into lucrative powerhouses. Brand names such as Dior, Dom Pérignon, and Givenchy rose in value and popularity thanks to this King’s guidance.
With a stellar orchestration of ambition, strategic mastery, and speaking the exquisite language of luxury, Bernard Arnault is truly a King. He built his kingdom by spinning gold from the threads of fashion, champagne, and expert craftsmanship. His relentless innovation and respect for heritage have him etched his name in the luxury industry.