Embracing Change: Why Twitter’s Rebranding as X is the Right Move

Twitter bird

For over a decade, Twitter has been synonymous with its iconic blue bird logo, a symbol of its unique culture and lexicon. The word “tweet” has become a verb. However, recently, Elon Musk, the tech billionaire who acquired Twitter, has decided to make a bold change. He renamed the platform “X.com” and replaced the beloved bird logo with a stylized version of the 24th letter of the Latin alphabet. This move has sparked both excitement and skepticism among users, but I firmly believe that this name change is the right thing to do. Let’s explore the reasons behind my optimism and discuss the potential benefits of this rebranding.

1. Embracing Innovation and Growth

Elon Musk’s vision for Twitter as an “everything app” that encompasses social networking, banking, and shopping is undeniably ambitious. By rebranding as X, Twitter can break free from its historical constraints and reinvent itself as a versatile and dynamic platform. This shift opens up new possibilities for innovation, giving users access to a broader range of services and experiences, all under one umbrella. Embracing change and being receptive to new ideas are essential for staying ahead in today’s rapidly evolving tech landscape.

2. Shedding Baggage and Creating a Fresh Identity

Over the years, Twitter has accumulated both passionate advocates and detractors, leading to a mixed reputation. With the name change to X, the platform has the opportunity to shed any negative connotations and create a fresh, neutral identity. The new X logo, though met with mixed reviews, has the potential to be a memorable and iconic symbol that differentiates the platform from its previous brand. Elon Musk’s penchant for the letter “X” in various endeavors adds a personal touch to the rebranding and reinforces his commitment to transforming Twitter into a dynamic and forward-looking entity.


And of course don’t forget Elon Musk’s fascination with the letter “X” which is evident in his ventures. From SpaceX’s exploration of the unknown to Tesla’s Model X innovation and even his child’s name, X Æ A-12 Musk, the “X” symbolizes his pursuit of the unconventional, innovation and limitless possibilities.


3. Diversifying the Brand’s Reach

Rebranding to X opens the door to new possibilities beyond social networking. By incorporating banking and shopping services into the platform, Twitter can cater to diverse user needs and interests. This diversification could lead to enhanced user engagement and loyalty, as users can perform multiple activities without leaving the platform. By offering such a comprehensive experience, Twitter can become an essential part of users’ daily lives, fostering long-term customer retention.

4. A Chance to Define a New Culture

As Twitter transitions to X, it presents an opportunity to create a new corporate culture that aligns with Elon Musk’s vision. The changes in conference room names and inside the headquarters signal a shift in the company’s identity and direction. While some users might feel nostalgic for the bird mascot, the transformation allows Twitter to redefine its values and principles, shaping a culture that is conducive to innovation and adaptability.

Although research stated that Twitter users are all across the board when it comes to their ages, the most common age group worldwide is those 25-34 years old. They make up 38.5% of Twitter’s user base. As seen in the below overview of Twitter’s global age distribution.

  • 13-17 year olds: 6.6% of users
  • 18-24 year olds: 17.1% of users
  • 25-34 year olds: 38.5% of users
  • 35-49 year olds: 20.7% of users
  • 50+ year olds: 17.1% of users


Another interesting fact is that Twitter is Mostly Male-Dominated, Making Up 70.4% of Their User Base. 


5. The X Factor: A Symbol of Exploration and Possibility

The letter “X” has a strong association with exploration and the unknown. By adopting the name X, Twitter positions itself as a platform that encourages users to explore new frontiers and possibilities. It represents a departure from the familiar and invites users to be part of an exciting journey. Moreover, the “X marks the spot” phrase evokes a sense of treasure hunting, suggesting that Twitter’s rebranding offers users hidden gems and valuable experiences. The sense of excitement and curiosity, could potentially appeal to various age groups, including Gen Z. Gen Z, the generation born roughly between the mid-1990s and the early 2010s, is known for valuing authenticity, uniqueness, and engaging experiences.

Twitter’s rebranding to “X” could resonate with Gen Z in several ways:

  1. Novelty and Uniqueness: Gen Z tends to appreciate fresh and innovative approaches. The rebranding to “X” might be seen as a departure from the traditional and familiar, making it intriguing and attractive to this generation.
  2. Adventure and Exploration: Gen Z values experiences and adventures. The association of the letter “X” with treasure hunting and exploration may align well with their desire for new, valuable, and exciting content on social media.
  3. Personalization and Individuality: Gen Z seeks personalized experiences and platforms that allow them to express their individuality. Twitter’s rebranding to a single letter could be perceived as an opportunity for users to define and create their unique presence on the platform.
  4. Visual Appeal: The new stylized “X” logo and its modern design may appeal to Gen Z’s aesthetics and preference for visually engaging content.



In conclusion, Twitter’s rebranding as X is a bold step towards embracing change, innovation, and growth.  The great book “CEO Excellence: The Six Mindsets That Distinguish the Best Leaders from the Rest” by Carolyn Dewar, Scott Keller, and Vikram Malhotra (McKinsey & Company) concluded that great CEO’s are different and bold to create change and this is what Elon Musk is doing. I believe it is not just a change but Elon has much bigger plans with it! Twitter is worth one-third (30%) of the amount it was when Elon Musk and co-investors bought the social platform for $44 billion Fidelity says. So acquiring Twitter is not just for a reason… this vision is definitely not the bird! We need to see the bigger picture here! While the idea of parting with Twitter’s iconic bird logo might feel regretful, considering Elon’s visionary perspective, it becomes a brilliant stride towards the future. Elon Musk’s vision is to turning Twitter into an “everything app” offers users a broader and more immersive experience. Shedding the bird logo and adopting the letter “X” opens doors to new opportunities and allows Twitter to redefine its identity. As the platform transitions, it has the chance to create a new culture that encourages exploration and possibility. Although some users may be hesitant to let go of the old, embracing this name change signifies Twitter’s commitment to a bright and promising future. So, let’s embark on this journey together and discover what exciting times lie ahead for X!

What are your thoughs? Share your comments in my Linkedin post.

Kind regards, Mariëtta

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