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Twitter has swapped the fluffy bird that used to symbolize the social media platform for a spindly black X. Ditching the company’s well-known logo and changing its name to a letter often associated with danger, death and the unknown is only the latest user-aggravating step CEO Elon Musk has taken since he bought Twitter in October 2022 for $44 billion.

The reaction has mainly been a mix of ambivalence, ridicule and scorn. For the most part, longtime Twitter users are unhappy at what they perceived as another unnecessary change that’s eroding their enthusiasm for the social media platform. It’s hard to find anybody praising the change so far, except perhaps some of Elon Musk’s most devoted fans. Twitter co-founder Jack Dorsey signaled that he was finding the uproar overblown.

Matthew Pittman, assistant professor of advertising and public relations, shares his expertise on successful rebranding efforts and those that missed the mark. Read the full article at The Conversation.

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Cindi King (865-974-0937,