Is Musk right to ditch the Twitter logo?
When Jean-Pierre Dube saw the news that billionaire Elon Musk was scrapping Twitter's blue bird logo in favour of an Art Deco-style black and white X, the marketing professor thought it was a joke.
Estimates by Fidelity, which has a stake in the company, suggest it is now worth just a third of the $44bn that Mr Musk paid for Twitter in October.that the firm's brand was worth $3.9bn, down 32% since last year - a fall it attributed to Mr Musk's "aggressive business approaches". That means Mr Musk's moves could be timely, he said, noting the multi-billionaire's ambition to transform Twitter into an "everything app" similar to China's WeChat, a social messaging service on which users can send money, hail taxis, book hotels and play games, among other functions.
Nor is it clear that a rebranding addresses Twitter's problems - many of which stem in part from Mr Musk, Prof Dube said. It noted that WeChat, the example that has been cited by Mr Musk, became dominant in China early, before other payment services emerged - and in part as a result of technical issues, such as limited phone memory, which discouraged downloading multiple apps.
Belgique Dernières Nouvelles, Belgique Actualités
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