X-Factor: Musk flips the bird, chases WeChat commerce, gaming, payments loot as Threads threatens to unravel business model

Mi3 Australia· ·December 13, 2023

This week, Twitter said goodbye to the blue bird and hello to its new brand, “X”, as part of Elon Musk’s vision to transform the site into a “one-stop shop” app.

Half Dome Co-Founder Joe Frazer spoke to Mi3Australia about what the potential fallout of this bold move could be for the platform, saying, “Every sense of conventional marketing wisdom would suggest the rebrand is a bad move because you are throwing away brand equity that has taken the best part of a decade to build. But then there’s the Elon Musk factor. He has built the most valuable car brand ever without advertising once…(and) arguably his personal brand is worth more than the Twitter brand.”

Read more below, including thoughts from other industry insiders, John Bevitt, James Dixon and Rory Heffernan.

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