Twitter’s new branding as ‘X’ is a smart move, say these marketing pros

You’ll find no shortage of people weighing in on Twitter’s overnight rebranding to X, with many predicting that it will be a disastrous move. The common thread among the naysayers: Twitter has a strong identity, replete with its readily identifiable bird logo, and to give up that brand recognition is simply foolhardy.

But a number of marketing and branding experts told MarketWatch just the opposite — and they cite several reasons why Twitter (er, X) owner Elon Musk might be ahead of the curve and why “X” indeed could mark…