What happened to Twitter? The Elon X Effect: Marketing Whims vs Branding Wisdom

Few people attract as much attention and controversy as Elon Musk in the dynamic field of branding and marketing. The software tycoon recently grabbed attention once more when he revealed plans to rename the widely used social media site Twitter as “X.” Many were left wondering why such a sudden shift was made and if it was a good strategic move. In this piece, we examine what this high-profile example can teach us about the value of branding expertise vs Elon Musk’s marketing whims.

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