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Analysts believe that Tesla CEO Elon Musk is risking killing billions of dollars in brand value by turning Twitter into “X,” given that Twitter is one of the rare brands that has become so popular it turned into a verb as it is intertwined with everyday conversation. One marketing expert calls the rebrand “completely irrational from a business and brand point of view.”

Twitter has undergone a comprehensive rebranding, emerging as “X” under the stewardship of Elon Musk. Not surprisingly, Musk was met with derision on his own platform.