Twitter To “X” – Will The Re-Branding Succeed?
Recently Elon Musk announced a total re-branding of Twitter, which has stirred up a slew of critical responses. The immediate focus has been on the brand name, “X”. But a re-branding involves much more, especially the impact on the Twitter brand value and its loyal customers, plus what “X.com” will promise to ensure success going forward. While Musk has accomplished so much and is worth billions, this re-branding venture puts him into new territory where there are many critical risks and challenges ahead for re-positioning Twitter as an “everything app”.. Ordinarily there are many...
Read MoreHow Creativity Can Overcome Declining Fertility Consequences
Creativity is considered by many business leaders to be the most important skill set to meet the growth challenges of the future, whether it involves branding, advertising or worker productivity. The global decline of birthrates will decrease the number of younger workers who account for the most imaginative innovations, but there are also opportunities to counteract these challenges. The Profound Consequences Of Lower Fertility The Economist recently focused on this problem of fertility and aging economies. Basically there are three drivers of growth: labor, capital and efficiency (e.g....
Read MoreBranding Opportunities For A New “Summer of Hope”?
It seems the world situation has never been more depressing– e.g. bitter polarization of our politics, Russian atrocities in Ukraine, dangerous competition with China, the sad revelations about Trump’s latest corruptions, more mass shootings, and now pollution in the Northeast from climate change fires in Canada. But the summer is about to start, which is traditionally a season of hope, optimism and adventure. And with this comes opportunities for brand marketers to identify new flavors and microtrends to emotionally connect with consumers. Every summer is different, as Nathaniel...
Read MoreHow Our Toxic Culture Is Negatively Impacting Gen Z Youth
American culture remains in constant flux. Over the years, each generation has experienced changing values and behavioral traits shaped by wars, economics, new innovations and especially technology. These cultural upheavals are important for brand marketers as trends and emerging values require careful adaptation. In her new book, “Generations”, the psychologist Jean Twenge states “technology has completely changed the way we live, and the way we think, behave and relate to each other”. Twenge summarizes the special characteristics of each generation as a preface for her deep dive on how...
Read MoreThe Evolution Of “Woke” In Political Branding
In March I mentioned to a friend that my daughter recently spoke at a global UNESCO conference in Abu Dhabi on “safeguarding cultural heritage”, mainly relating to climate change. He asked if that was an anti-woke message. I was confused as I hear so many interpretations of what “woke” means today. Did my friend infer that this message was a positive or a negative? I asked myself, how could anyone question climate change or the importance of country’s cultural heritage today. The term “woke” is being used often these days, especially in politics by conservatives when trying to...
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