"AND SOON WE shall bid adieu to the Twitter brand and, gradually, all the birds," Musk declared on Twitter last week while revealing his plans to rebrand the platform. However, dropping the blue bird is proving to be a challenging task.
Experts have been quick to point to a potential erosion of up to $20 billion in brand equity resulting from the shoddy execution of the rebranding exercise and ensuing conflicts.
Twitter has renamed its iconic "retweets" to "reposts" and "tweets" to "posts", triggering backlash from online users. One user, who went by the handle @joolsevelyn, wrote, "The alternate definition of the verb,'tweet', as in, 'to make a post on the Twitter online message service', is in the dictionary. No other social media app has anything like it. Imagine disposing of that level of brand recognition because of a mid-life crisis."
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