Is Musk right to ditch the Twitter logo?
Business reporter, New York
"Why take a recognised brand, with a lot of brand capital around it and then completely throw it away and start from scratch?" said Prof Dube, who teaches at the University of Chicago Booth School of Business. "In the short-term, it seems weird."Mr Musk's takeover of Twitter last year has been punishing for the social media platform.
Research suggests that rebrands can pay off - particularly if a firm is in trouble or wants to change direction, said Yanhui Zhao, a professor of marketing at the University of Nebraska Omaha. But success becomes less likely when a company is in turmoil, warned Shuba Srinivasan, marketing professor at Boston University's Questrom School of Business. She said it was an especially risky move, given all the social media competitors, such as Mark Zuckerberg's Threads, rushing to fill Twitter's role.
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.
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