Elon is making Twitter his X

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Stephen Moore & Dave Schools
July 25, 2023

Welcome to EH Weekly, the new newsletter from the team behind Medium’s biggest entrepreneur-focused publication.

You can look forward to insightful lessons, practical takeaways, the hottest news stories and the oddest memes delivered to your inbox every Monday.

In this week’s edition, we discuss:

  • Twitter’s unexpected rebrand

  • The power of sonic branding

  • The tweets of the week

In the news: X Gon’ Give It To Ya

Wow. Yesterday, Twitter un-X-pectedly rebranded to X, killing the iconic bird logo and 15 years of brand legacy. It likely means the terms “tweet” and “retweet” are also soon to become relics of the past, crazy considering other platforms would kill to have something so strongly weaved into the social fabric.

For founders, one takeaway is this: A brand can be worth more than the code. Anyone can recreate an app. Look at Threads. It’s a Twitter clone. Code is copiable, not indefensible. Whereas a strong brand takes years of investment to build: it isn’t built overnight, it’s not easily replicated, and it’s difficult to quantify. So move very slowly when considering a rebrand before deciding to throw out your investment.

Still, some people think it was the right move.

Do you think the rebrand will be a success?

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What does your business sound like?

“Stop thinking that sonic branding is complicated and out of reach. Any brand can own a sound.”

Sound Strategist Jeanna Isham believes sonic branding (branding with sound) is the difference between “meh” and “wow” advertising. She also believes larger corporations and companies are sleeping on sound, which opens the door for small to medium businesses to dominate the sound landscape. Yay for us.

So, what does your brand sound like? Isham has some advice:

  1. Sound can be simple — Sonic branding can be as simple as defining what a brand sounds like and doesn’t sound like. For example, a campfire crackling could help inspire outdoor brand sounds.

  2. Use small to your advantage — Sound in marketing for small businesses doesn’t have to fit into any traditional marketing molds. There are no established rules for this new(ish) form of marketing, making it perfect for small businesses.

  3. Think outside the box — There is a big opportunity to be creative through sound within any brand’s time and resources available. With so many tiny nuances yet to be explored, there is opportunity around the bend. All it takes is a bit of out-of-the-box thinking.

Sweet Xweets

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Till next time,

Team EH