It’s rare for corporate brands to become so intertwined with everyday conversation that they become verbs. It’s rarer still for the owner of such a brand to announce plans to intentionally destroy it.
On Sunday, in the middle of a quiet summer weekend, Elon Musk decreed that Twitter’s product name would be changed to “X,” and that he is getting rid of the bird logo and all the associated words, including “tweet.” Musk’s move wiped out anywhere between $4 billion and $20 billion in value, according to analysts and brand agencies.
“It took 15-plus years to earn that much equity worldwide, so losing Twitter as a brand name is a significant financial hit,” said Steve Susi, director of brand communication at Siegel & Gale.
Elon Musk has officially killed Twitter. The zombie platform lives on as X, a disfigured shell of its former self
Twitter, the text-based social media platform that played an outsized role on society by serving as a digital town square, was killed by its unhinged owner Elon Musk on Sunday. It was 17 years old.
A zombie Twitter, known only as X, reluctantly endures. A warped and disfigured platform, X marches on like a White Walker, an ugly shell of its former self under the command of a loathsome leader.
Whereas Twitter was once a fountain of authoritative information, X is a platform where trolls can pay a small fee to have their ugly content boosted ahead of reputable sources.
On Monday afternoon when crews tried to physically take down the sign at the company’s San Francisco headquarters – it didn’t go smoothly.
San Francisco Police halted the process over concerns of a permit – turns out a permit was granted.