The aftermath of the “X” rebrand announcement has been plagued with potential setbacks and issues in a remarkably short amount of time. Yaccarino’s announcement of X’s planned scope was met with criticism, particularly in her vague reveal that it will be powered through artificial intelligence. One user even compared it to the Danish folk tale “Emperor’s New Clothes,” basically inferring the statements weren’t substantiated.
Other rebranding problems commenced almost immediately. The San Francisco Police Department forced contractors to halt the removal of the Twitter signage outside its headquarters. There were allegedly no permits or requests filed to allow the deconstruction to proceed, which could have been dangerous for passersby. It is unclear when the rest of the removal process will resume.
Most damning, however, is the fact that the name of X was not trademarked by Musk or X Corp., despite the tech magnate having a well-documented interest in the name. In fact, Meta appears to have a trademark for a product called “X,” which its patent filing describes as being suitable for “online social networking services.” All of these roadblocks threaten to destroy the value and goodwill the Twitter brand has gained.
“It took 15-plus years to earn that much equity worldwide,” Siegel & Gale brand communication Steve Susi told Bloomberg, “so losing Twitter as a brand name is a significant financial hit.”
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