Joshua Benton: ‘If other media companies thought about brand equity the way Elon Musk thinks about Twitter’s (er, X’s)’

Joshua Benton, in perfect post for Nieman Lab:

In the spirit of Tronc, Elon Musk has decided to throw away more than a decade of brand equity by changing the name of Twitter to…the letter X. Imagine if more media executives followed his lead.

It just gets better and better. The second to last example made me snort aloud.


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