Twitter has become X: we need to talk about repositioning
Posted: Tue Jan 21, 2025 3:29 am
On Monday morning (24), one of the most famous birds in the digital world ceased to exist. Now, in the place where the blue bird of Twitter sang, there is the figure of an X, the new name chosen by Elon Musk for the platform.
So far, the changes, which promise to leverage the platform's promise of turning it into a sort of AI-powered all-rounder, have received mostly negative reviews, with the most drastic commenters claiming that "Musk destroyed Twitter."
Whether the changes will do the platform any good or harm, only time will tell. What is certain is that the changes implemented by Musk are a classic case of brand repositioning – perhaps the most significant move made in recent years, given the platform’s relevance as a global means of communication.
Useful for adapting to new market demands, for implementing new luxembourg whatsapp data operational guidelines or, in more extreme cases, for surviving unpredictable scenarios, such as the recent coronavirus pandemic, repositioning is common in the business world and can prevent brands and companies from falling into the web of their comfort zone, which is detrimental to growth.
At Clube Mundo do Marketing, leaders of large Brazilian companies, such as Ipiranga and Grupo Cogna, addressed the topic and explained the importance of repositioning movements to solidify specific operational objectives. Check it out:
Ipiranga
After writing 85 years of history, Ipiranga, owner of one of the most recognized identities in the country, saw the need to start a repositioning program to promote changes in the visual identity and structure of its stations.
Commenting on the initial stage of the process, Ipiranga's Vice President of Marketing, Bárbara Miranda, recalled that it was necessary to consider a series of things: first, the movements needed to have a good reason to happen, and could only be implemented if they brought significant advances.
On the other hand, the process of repositioning a company that has been consolidated over time requires observing the limits set to preserve the assets and differences that, in the case of Ipiranga, took eight decades to build.
Considering the risks and benefits, Ipiranga opted for a path of brand evolution in the repositioning process. “We decided, very calmly, that we would go through a process of evolution and not revolution, because the risks of losing much more than gaining were on the table”, says Bárbara.
Cogna Education
Owner of educational institutions such as Pitágoras, Anhanguera and Unopar, Grupo Cogna Educação saw rebranding as an opportunity to survive the chaos of the pandemic and restructure its brands and operations.
In that context, two factors were essential for the Group's rebranding: the loss of strength of local teaching units, imposed by the need for Distance Learning (EAD), and the new desires of students.
So far, the changes, which promise to leverage the platform's promise of turning it into a sort of AI-powered all-rounder, have received mostly negative reviews, with the most drastic commenters claiming that "Musk destroyed Twitter."
Whether the changes will do the platform any good or harm, only time will tell. What is certain is that the changes implemented by Musk are a classic case of brand repositioning – perhaps the most significant move made in recent years, given the platform’s relevance as a global means of communication.
Useful for adapting to new market demands, for implementing new luxembourg whatsapp data operational guidelines or, in more extreme cases, for surviving unpredictable scenarios, such as the recent coronavirus pandemic, repositioning is common in the business world and can prevent brands and companies from falling into the web of their comfort zone, which is detrimental to growth.
At Clube Mundo do Marketing, leaders of large Brazilian companies, such as Ipiranga and Grupo Cogna, addressed the topic and explained the importance of repositioning movements to solidify specific operational objectives. Check it out:
Ipiranga
After writing 85 years of history, Ipiranga, owner of one of the most recognized identities in the country, saw the need to start a repositioning program to promote changes in the visual identity and structure of its stations.
Commenting on the initial stage of the process, Ipiranga's Vice President of Marketing, Bárbara Miranda, recalled that it was necessary to consider a series of things: first, the movements needed to have a good reason to happen, and could only be implemented if they brought significant advances.
On the other hand, the process of repositioning a company that has been consolidated over time requires observing the limits set to preserve the assets and differences that, in the case of Ipiranga, took eight decades to build.
Considering the risks and benefits, Ipiranga opted for a path of brand evolution in the repositioning process. “We decided, very calmly, that we would go through a process of evolution and not revolution, because the risks of losing much more than gaining were on the table”, says Bárbara.
Cogna Education
Owner of educational institutions such as Pitágoras, Anhanguera and Unopar, Grupo Cogna Educação saw rebranding as an opportunity to survive the chaos of the pandemic and restructure its brands and operations.
In that context, two factors were essential for the Group's rebranding: the loss of strength of local teaching units, imposed by the need for Distance Learning (EAD), and the new desires of students.