Bold and Stupid: The Ill-fated Pivots
Analyzing X and Meta's Rebranding from a Branding Perspective
In the annals of branding history, there have been numerous success stories of companies transforming, or pivoting their identities to stay relevant and ahead of the curve. However, the cautionary tales of X and Meta stand out as prime examples of how rebranding efforts can backfire catastrophically. In their misguided attempts to reposition themselves, both X and Meta encountered a storm of negative repercussions that left their brands battered and bruised. Let's delve into the reasons why these two rebranding endeavors turned out to be the worst pivots in branding history.
Disconnect from Core Identity: One of the fundamental mistakes made by both X and Meta was a profound disconnect from their core identities. Twitter, a renowned Speakers Corner and tech giant, was synonymous with innovation and cutting-edge advancements. However, in its rebranding, it decided to adopt an X, fashioned from their new parent company, which clashed significantly with its well-established reputation. Insert Porn references here! This left consumers and investors baffled, wondering if X had lost sight of its true purpose.
Related Article - Who’s Running X – Elon Musk or Linda Yaccarino?
Similarly, when Meta, formerly known as Facebook, rebranded, it sought to distance itself from the controversies surrounding its social media platform. Unfortunately, the new name was perceived as vague and confusing. Consumers found it hard to grasp what Meta now stood for, leading to a loss of trust and credibility. They have also abandoned their original Metaverse focus and are focused on AI.
Failure to Address Underlying Issues: Rebranding should not be used as a band-aid solution for deeper problems. Instead of tackling the root causes of declining popularity and public perception, both X and Meta chose to invest heavily in the rebranding process. It is not a mistake to spend good money, but this strategy proved futile, as the underlying issues, such as data privacy concerns and antitrust allegations, remained unaddressed. Consequently, consumers saw through the superficial facades and continued to hold negative perceptions of these brands.
Mismanagement of Communication: Effective communication is the cornerstone of any rebranding effort. Unfortunately, both X and Meta stumbled in this crucial aspect. X's rebranding campaign lacked a clear and compelling narrative, failing to explain convincingly why the change was necessary. As a result, the messaging appeared disjointed and inconsistent. What should come from a pivot is a celebration of a new interface, new experiences, new monetizations. Though these may be on the roadmap, none of it coincided with the rebrand, making a nothing burger. Linda Yaccarino said “X is the future state of unlimited interactivity – centered in audio, video, messaging, payments/banking – creating a global marketplace for ideas, goods, services, and opportunities. Powered by AI, X will connect us all in ways we’re just beginning to imagine.” Where is it?
Related Article - Twitter CEO Promises ‘X’ Rebrand Will Be ‘Powered By AI’
Similarly, Meta's attempt to reposition itself as a metaverse company left audiences perplexed. The absence of a comprehensive explanation of how this new direction would positively impact users and society at large further eroded trust in the brand.
Alienating Existing Customer Base: A successful rebranding should resonate with the existing customer base while attracting new ones. Unfortunately, both X and Meta alienated their loyal customers during the transition. X's attempt to become more approachable led to a loss of credibility among long-time supporters who valued the brand for its sophistication and innovation.
In Meta's case, users of the original Facebook platform felt estranged by the company's apparent disregard for its roots. The pivot to the metaverse was seen as a desperate attempt to escape the controversies of the past, leaving loyal users feeling abandoned and undervalued.
Meta also drew intellectual property challenges when it changed its name from Facebook. It faces trademark lawsuits filed last year by investment firm Metacapital and virtual-reality company MetaX, and settled another over its new infinity-symbol logo.
The rebranding efforts of X and Meta serve as cautionary tales for brands seeking to pivot their identities. The disconnect from their core identities, failure to address underlying issues, mismanagement of communication, and alienation of their existing customer base all contributed to the downfall of these once-prominent brands. In the ever-evolving landscape of branding, companies must exercise caution, strategy, due diligence (Who owns the letter X?) and authenticity to avoid becoming synonymous with the worst pivots in history. Elon can change the name and do whatever he wants, the problem is that his personal brand has taken over the platform for the worse. No logo can overcome the vanity play here.
Related Article - Meta, Microsoft, hundreds more own trademarks to new Twitter name
At CurtDoty.co we have a thorough Pivot Process that is a highly collaborative and consensus building approach to tackling growth initiatives. Sorry Linda, you should have called us. If your company needs a brand pivot, please reach out.
About the Company
Curt founded a digital consulting firm focusing on product development, social strategy, digital content, integrated marketing and user experience. A creative director for hire and a lead strategist, Agency clients include agencies such as SynaVoice, Prove, Walton Isaacson, Troika, Rogers & Cowan, Dailey and H+C. Brands include HUD, FHA, Edlio, AARP, Topps, The Grammys, Spalding, eCounterfeit Alliance and Wizard World. Historically, his most famous pivots have been rebranding Electronic Arts, Pro Sieben, and SAT.1. Recent work includes a re-brand of JATAI, re-branding the Santa Fe Independent Film Festival and launching startup brands enViibe, HighGarden Collective, Digitalage, Legacy Concierge, AutoVault and FullFill. Curt also launched the SANTA FE ART EXPERIENCE, a tourism website, social community and a newsletter that is the definitive guide to the galleries and museums in Santa Fe. Curt created the OTT strategy and content features for STARZ TV. For Wizard World he designed all social content, static and video, signage and digital advertising, and also launched sub-brands WIZARD WORLD MUSIC, WIZARD WORLD GAMING and built the WIZARD WORLD STORE. Curt is a member of the New Mexico Angels and advises startup founders and entrepreneurs on branding and marketing. He is a sought after public speaker having been featured at Mobile Growth Association, Mobile Congress, App Growth Summit, Promax, CES, CTIA, NAB, NATPE, MMA Global, New Mexico Angels, and EntrepeneursRx.
MediaSlam is a podcast and publication of CurtDoty.co that discusses the intersection of design, content and technology. Follow Curt Doty on Linkedin and Follow MediaSlam on Clubhouse. To learn more, go towww.curtdoty.co/mediaslam.© 2023 Curt Doty Company LLC. All rights reserved. Reproduction, in whole or part, without permission of the publisher is prohibited.