X marks the spot, but what does that spot signify, ask media agency execs
Twitter’s out-of-the-blue rebrand to X over the weekend caught the world by surprise — and yet few agencies were surprised at all that Twitter’s owner Elon Musk would make what appeared to be a rash, spur-of-the-moment move.
“Anybody who’s been following his takeover of Twitter could probably have predicted this, and he’s signaled this for a while,” said Amy Luca, evp and head of social at S4/Media.Monks.
Speculation on the reasoning behind the move seemed clear across the board: Meta’s Threads stole the spotlight from Musk and Twitter — and he wrenched it right back onto himself and his new company. Never mind the unforeseen consequences of his actions, from discarding decades of brand equity to the fact that Twitter’s headquarters still has the Twitter name on it.
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Source:: Digiday
