Few rebrands have been as high profile - or as unexpected - as Elon Musk's recent decision to rebrand microblogging site Twitter, to X. But why has this move proved so controversial and what might it spell for the future of one of the world's most - formerly - recognised brand names?
Trade Mark Attorney, Erik Rõuk, leads the debate in Global Legal Post here.
Only time will tell whether or not the rebrand serves its intended purpose but for the time being the rebrand looks like it is here to stay. And one thing that is worth noting is that the change of branding direction has certainly received a lot of oxygen from publicity, which in itself may serve to strengthen the position of the new brand. Whether one likes the new name or not, it has certainly generated a lot of interest and the development of the X brand will certainly keep observers interested for quite some time.