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The ‘X’-treme change of Twitter by Elon Musk

Elon Musk, the visionary entrepreneur and CEO of several companies, has revealed his desire to redesign Twitter as "X." This has attracted interest and controversy. Musk revealed the reasoning for this daring decision in a tweet on Monday evening, stressing his lofty aspirations to convert the famous social networking platform into an "everything app."

Musk indicated that his purchase of Twitter was motivated by two key factors. First and foremost, he tried to protect free expression, a key concept that supports open communication and information sharing on the internet. Second, he regarded Twitter as a catalyst, an impetus for his greater ambition of building an all-encompassing digital platform known as "X, the everything app."

The term "Twitter" came from the platform's early days, when it was mostly used for sending short 140-character messages that resembled the sounds of birds tweeting. Twitter, on the other hand, developed along with technology and user expectations. It is currently a dynamic platform where users may share a wide range of information, including photographs, videos, articles, and more. The term no longer reflects the platform's diverse and multidimensional character.

Musk's idea for "X" is more than just a name change; it represents a fundamental shift in Twitter's identity and mission. He sees "X" as a holistic digital centre that goes beyond traditional social media bounds. This reinvented platform intends to seamlessly merge numerous features, including messaging, audio and video content sharing, payments, and even financial services, all powered by superior artificial intelligence technology.

Musk hopes to transform the way people handle their finances by entering the financial services industry. The inclusion of extensive communications and financial capabilities within "X" will provide users with a holistic experience, streamlining daily activities and giving them increased control over their financial matters.

Notably, Musk's post was the first time he explicitly discussed the reason for the renaming choice. Previously, there had been much conjecture, with critics and companies expressing perplexity and alarm over the abrupt departure from the well-established Twitter brand. Despite Musk and other business leaders' promises about the good trajectory of "X," some users remained unconvinced and stuck with the familiar "Twitter" brand.

Concerns & Fears

There are possible obstacles and uncertainties ahead, as with any large rebranding endeavor. Advertisers are concerned that the abrupt change may disrupt their existing efforts and potentially result in a decline in user engagement. Brands have spent time and money creating their Twitter profile, and a sudden change from the moniker they have grown accustomed to might be upsetting for both users and businesses.

Furthermore, concerns have been expressed concerning Musk's purchase of Twitter, considering his apparent indifference to keeping key components of the company. Critics question why he paid such a high price for the platform if he wanted to ditch its identity and alienate its most devoted users.

Nonetheless, Musk seems unfazed, and the rebranding process has already begun. Musk started a crowdsourcing project to develop a new logo for "X," highlighting his appreciation for community participation. The reaction from the creative community was enormous, resulting in the adoption of a distinct and appealing logo that embodies the platform's new identity.



The former blue bird logo, an iconic emblem of Twitter, has already been removed on the platform's site as the change continues. The process, however, is not yet complete, since the "about us" page still displayed the previous branding at the time of the announcement. Musk's dedication to ensure that "X" emerges as a powerful and coherent digital entity is reflected in the meticulousness of the rebranding process.

Elon Musk's decision to redesign Twitter as "X" is a watershed point in his grandiose plan to build an all-encompassing "everything app." Aside from the name change, the transformation intends to reshape how consumers engage with digital platforms by providing a seamless combination of communication, media sharing, financial services, and AI-powered capabilities. As the process progresses, it will be interesting to observe how users, marketers, and businesses react to this new path, as well as if "X" can genuinely live up to its potential as the social media platform of the future. But one thing is certain: Elon Musk's imaginative spirit will continue to push the frontiers of technological potential, altering the digital world for future generations.

We believe the answer to the issue of whether AI will displace digital marketers is ‘no’. While AI can automate some jobs and procedures, it is unable to replace the creativity, insight, and distinctive viewpoint that each marketer brings to their profession.


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