Why Dunkin’ and Lego rebrands succeeded – but X missed the mark
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Twitter has swapped the fluffy bird that used to symbolise the social media platform for a spindly black X.Ditching the company's well-known logo and changing its name to a letter often associated with danger, death and the unknown is only the latest user-aggravating step CEO Elon Musk has taken since he bought Twitter in October 2022 for USD 44 billion. But it's the most visually jarring one.The reaction has mainly been a mix of ambivalence, ridicule and scorn. For the most part, longtime Twitter users are unhappy at what they perceived as another unnecessary change that's eroding their enthusiasm for the social media platform. It's hard to find anybody praising the change so far, except perhaps some of Elon Musk's most devoted fans. Twitter co-founder Jack Dorsey signalled that...