As X, Does Twitter Become a Classic Monty Python Sketch?

If you buy a properly functioning social media platform for $44 billion, run it into the ground, then re-brand it, does it become a classic Monty Python sketch?

News broke late yesterday afternoon that Elon Musk would rebrand Twitter, a brand so ubiquitous that it owns the often used verb [to tweet].

He will rename the platform X? Will users now…eXit?

You know Musk’s rebranding announcement drew instant mockery. And one social media poster called Warner Bros. Discovery’s rebrand of HBO Max as Max the world’s second-worst rebrand.

I once worked at an ad agency that staged a successful rebrand. And I have experience rebranding my own businesses.

In my former employer’s case — and mine — the rebranding exercise was successful because the new identity related especially well to the needs of clients and consumers.

When I restaged my former audio podcast as a live show, my rebrand became WHAT’S YOUR WORK FIT?, the question that so many of you — career professionals — grapple with as you strive to make the work that…