Strategy
Next Gen: Brand Transformers
The Landor Next Gen Program is a 5-week exploration of branding and behind-the-scenes insights into the agency. Participants attended workshops and seminars led by inspiring presenters from Amp, Deeplocal, ManvsMachine, and other creative leaders around the world. The program aimed to provide a greater understanding of the art of the brand through innovative brand strategies and design.
The Brief
More than a year after Twitter rebranded to 'X', people still refer to it as ‘'X (formerly known as Twitter)”
Think about…
Can ‘X’ make a comeback? And what would it take?
How is their visual identity working? What assets should they use more, use differently or leave behind?
Should ‘X’ stay or be renamed? Why?
How could ‘X’ reconnect with the users and audience they have perhaps lost?
How can ‘X’ activate its brand to attract new, younger users?
Can ‘X’ move away from being a platform for complaints and hate speech and become a platform of optimism for the future, allowing users to solve problems together? How can design/branding help ‘X’ to get to a place that these types of conversations would start happening?d. Whatever it is, the way you tell your story online can make all the difference.
My Response:
More than a year after rebranding to "X," the platform formerly known as Twitter continues to struggle with public perception and relevance. Many users and advertisers still associate the platform with its former name and identity, resisting the rebrand and reinforcing its challenges. Under Elon Musk’s leadership, X underwent significant changes, including the layoff of client-facing teams, which further eroded trust and stability. The rebranding has diluted its once-distinct identity as a leader in real-time news and communication, leaving users and advertisers unclear about its purpose and direction.
The platform faces significant competition from alternatives like Bluesky and Threads. The mass exodus of liberal users, coupled with declining brand trust and safety, has bolstered these competitors. For instance, Bluesky has gained millions of users since the 2024 presidential election, with high-profile figures like author Stephen King formally announcing their migration to Threads. X’s struggles with brand perception have also impacted its ability to attract advertisers, with ad revenue dropping 98% from $170 million in early 2023 to just $3.3 million in 2024.
Using Landor’s Brand Asset Valuator (BAV) pillars of Differentiation and Relevance, X's struggles become clear. Differentiation, which reflects how distinct a brand is in the marketplace, has been severely undermined. While Twitter was synonymous with concise, real-time updates, X’s new identity lacks clarity and fails to stand out, especially as competitors replicate its core features without controversies. Relevance, which measures how well a brand addresses consumer needs, has also diminished. Many users still call the platform Twitter, signaling resistance to the rebrand, while trust and safety issues have alienated key audiences.
For X to make a comeback, it must rebuild its identity with a focus on trust, inclusivity, and innovation. The platform should consider reinstating some of its previous brand assets, such as the iconic bird logo, which still holds cultural significance and could re-establish an emotional connection with users. While renaming X back to Twitter may be extreme, a hybrid approach—emphasizing Twitter’s legacy while modernizing the platform—could ease the transition and restore familiarity.
To attract younger users and re-engage lost audiences, X must deliver meaningful features that set it apart. This could include tools that foster collaborative problem-solving, promote positive discourse, and offer enhanced user safety. Design and branding should emphasize optimism, using visual cues to convey openness and innovation. For advertisers, a clear commitment to transparency and accountability could make the platform a more appealing, brand-safe environment.
By addressing these challenges and strategically activating its brand, X has the potential to reclaim its position as a leader in social media, balancing its legacy with a renewed vision for the future.
“ Products are made in a factory, but brands are created in the mind.”