freeze on wednesday, central africa. it's our usual showers in storms here and just a few showers coming into the central most in peak on tuesday, the replacing the issues of the day. we've got to start the intensive farming systems, the climate change protect disruption, otherwise we wouldn't be able to feed ourselves. everyone has a voice. one of up here says pipe top immediately and says this is american economic car wash. what would you say about the wash and light targeting the but it's only going to be me is targeting vulnerable, but it's, it's important to have this conversation we need to talk about and not about narrative. the street on algae 0 oil change at twitter for us to just be able to ship. now it's the brand with the websites, but icons that can wait for a simple x. that isn't that simple and why the change? what's behind it on masks moves. and what we'll use is make of this,

this is inside story, the hello welcome to the program. i'm adrian instead of getting, he bought twitter for $44000000000.00, so perhaps it shouldn't be unexpected. the last one is to leave his mark on the social media website, but the announcement for the simple x will replace the eye clinic bird logo surprised millions of to, to use us as well as investors and the marketing world. his takeover of the website has been turbulent to say the least with mass layoffs of stuff concerns over how content is motivated and criticism of changes to the social media platform. so what's behind the branding transformation? how would it go down of what's most coping to gain from it will be asking these questions. i'm more without guests and just a few moments, but 1st report from saw

a fight us. it's no secret that the world's richest man has um, vicious plans. one of the world's most use social media platforms and true ego musk style, he told as follows on stuff today that they to could become part of his new vision for twitter. then on sunday, his twisted profile changed. the blue bird logo was out in with a new black and white x. 3 branding beamed onto the switzer headquarters in the west. the logo change most cassette is positive, is to it's a vision to use the app for multiple purposes, including audio, video chatting and payments. he's referred to as the everything up or powerpoint, all its official intelligence pushing it closer to asia, so called soup apps. we checked in china, which is one of the regions biggest platforms, is used as a one stop app for millions of uses daily needs well beyond just short messaging.

you know, most boats with the law ca, for $44000000000.00 time royal followed off the he fide half of the workforce since his takeover. the company is last hall of its advertising revenue, or the changes of included charging uses of previously free services, such as the blue verification, sick in the signature, but sign was created in 2006. when switzer was founded with shultz messages, quotes sweets just as birds communicate by chopping most spaces, new competition from an old advisory mark, soccer bugs, meta owner, a facebook launched arrival platform called threads earlier this month bought. so, you know, most across the nation with the, let's a x goes beyond his business benches, naming his son 2 years ago, x, where the x becomes a mock of success. so notes, it will define most latest venture. and whatever happens, most of cells publish see, is keeping him in the news sort of height of the inside story.

the right, let's bring it, i guess, from other withdrawing by james greenfield, the founder and chief executive of the multinational brand agency, coach of studio in dublin and island. elaine book, she's a science and technology journalist of host of the gold cost for the tech sake at also in london, allison's to allen chief executive of international marketing partners, which specializes in brand to get marketing expertise, a warm welcome to old james. let's start with you. it almost as long envisioned a super app along the lines of china as we chat. but we'll do everything from online banking to shopping and video messaging towards a ceo. linda. yeah. could you know, tweak it on sunday that x will be the platform that can deliver well, everything she said, but is getting rid of the logo, a good idea. it is the platforms most recognizable asset, isn't it?

yeah, it certainly is. and i think it's in, you know, there's a lot of people that use it to the one the 1st. so you brought in the west for a while. now i think the challenge is if you're starting with something like switzer, which is a pretty concert. so a recent pos to then thing you're going to kind of get rid of a life by changing it, but when s and the rest is going to be fine, i'm saving them. i think they might have underestimates the challenge that they have. i see where there is a lot of other places and spaces where people can spend that time. and how can someone like hit on this at most underestimate to just a, i mean he's a, he's a, a savvy business, but his name, you look at the space, thanks and tesla. how can i get it be getting it so wrong with, with a well, i think there's a difference between products and brand new marketing. i think that's one of the things that a lot of people in the tech industry maybe underestimate. sometimes we. yeah, you can make a very competitive products, you know, there's no doubt the test, the resumes the well with the, the full lips in pretty amazing way. but, i mean,

and i say that this has to be the quite friends of mine. and once we get in touch, the faces you've got list, but those are a different, it is kind of a head of a school competition. it's deliberate, you know, something that's already visible out of the contract. so you know, things any size just to the kind of great marketing board and also what it's doing is making people nice is i think because let me get you started. fall is off for a while. what you need to do is you needs brake teams. nice produce the survey interested in product or on a certainly interested in a home as a, as a car. so in that, so i think any brand has to go on this journey straight as any adults is, is not my smoking position. i think that's why you really brand them awesome to do a lot of the heavy lifting fully. and what do you make of the re brand and 8 on masks plan was for a super ap. yeah, it's not a new concept from a lot most, even before he noted the idea of buying twitter. t hat's at coat forward. this idea of a super app x,

the everything app you already have the name in mind. and he had talked about it being some sort of a spin out with twitter or bundling in twitter. and again, this is even before he was at police and supplying the platform, i bought it, it was something we've seen expressed it on the cards act seems to be brown, but he himself is quite keen on space x being the name of his space technology company and, and it has been rolled out kind of again, like a lot of things happening with twitter, the $0.99 on a weekend, and then some mail things are uh, moving into file space of the moon day. so what we're seeing today is the ex logo being rolled down on the platform as on the almost its own page. the twitter account is now an ex logo, but it still called twitter. and the buttons on the site still say twist. and uh that that's something that's really strong in the twitter branding, like they actually created a whole language around social media and, you know, what was what's called micro blogging is simply referred to now as tweets. i think

to step away from that is a bit of a mistake. and it does seem to be a bit of you almost making a brand and his image is his image that attractive for people to follow along as well. he says, tweets are going to be reprinted as x is that mean will be x thing instead of treating a diffusion that says, this is cynthia smith to well i, i'm fine with our single and projector. that will be a really hard move to make because we are no ones that kind of stick. our goal is whatever a brand takes over a venue will still call it by the old name and add on some things to stick as well . like in our own, but i think of you guys as well. we call everything that's a vacuum cleaner hoover. so some brands are very powerful and take over an entire category no matter who tries to take all the space as well. so change. ready people's language isn't as easy as he may think it is. and again, he's just giving people constant opportunities to walk away from a platform, but they've been threatening to walk away from for quite some time. now, how is that? what damages must done to the, to the brand. i mean, not just with this, with the, with the ex we branding,

but since he took out the took ownership of it and to what extent will will not damage if indeed do you think he has done got to come anticipating what you're going to say here but to what extent he's not gonna spill over into it, other brands and impact things like tesla and, and space x. and of course, his own reputation as a business. oh, yeah. well what a really great question. i mean, of course, um he is a brand mr. musk, of course, we all know what he stands for. we think we do, whether its the car. so the space exploration, as you say, or this social media platform. and i think one idea is that perhaps this little x as a re brand is an experiment. he's renowned for doing small experiments. it could well be, he's gauging all of our reactions to this re brand and ex weeks from now,

pardon the pun. it'll go back to being called twitter again. so my fun say is this may not be a permanent brand change that he's just trying to see how we respond in terms of the believe into his other businesses. you know, here's a key, here's the other businesses, which is really quite a problem. you know, whenever you have a key person who has their imprint. busy over all these companies, uh, one risk therefore is that you associate the companies squarely with the personality of the founder or the owner. and that's usually risky. we see this all the time in for example, you know, using celebrities as a door thursday, then go rogue, they do crazy things that then uh, you know, causes problems to the brand. all i need to say is cognate west and adidas. so it could well be that, you know, someone speaks up and says, look, the lawn,

you need to go in the backseat uh and let the people that you have a point to drive these businesses the way you got them to, which really would minimize the risk so i mean there's a lot of variables here that are going to determine the long term feature of not only ex, formerly known as twitter, but hold his other businesses to. but honestly, i mean, he's already eroded trust in, in the twitter brand by removing blue text making use of pay for them firing thousands of stuff, restricting the number of tweets that users can see. and that feeds reinstating controversial accounts. i mean, how much more damage can this man, do you think we're witnessing the death death throes of twist or is it, is it too early for that? uh well, i think if you survey advertisers who are definitely looking at reallocating their budget away now from twitter because of all of this tumbled uh,

i do wonder whether his ambition or making this an all encompassing application where you know, you can, it's e commerce, you can buy from it, you can use it for social purposes and all sorts of other reasons. you know, at the end of the day, the business model is at its heart, around the advertisers. and if the advertisers are leaving because use are leaving, which is usually how it works, then the advertiser will go somewhere else. and, you know, as elaine just was saying earlier, there's choice. now, you know, you can go to threats, or you can go to instagram or any of other mess up platforms or linkedin depending who your target audience is. so it is that, you know, these advertisers don't have options. they do have lots of options. and if they leave, then mister musk business model will have to be reinvented somehow. rather,

i am not sure how james, to what extent is as must thrown a golden bug up here to mock a bug. i've met so it just stays off to it launched it's, it's twit arrival threats. but if you were advertising, if you were advising rather must, cuz as a client right now, what would you be telling him about his brand? as i've been telling him to calm down on me, i'm just a bit of a i think, you know, there's one thing being a kind of product guy and putting stuff out there and find stuff and you know, to, to build on the points because i'd like to know the way that he can be quite a guess responsive to this kind of stuff. but i think might be saying as soon as you're going to be chat with you, brian is your brand is something that's incredibly precious the, you know, they take a long time to build and they can be destroyed fairly quickly as a we were talking about with a can you west and i did ask a minute ago, but i think you know it mistakes here. what do you need to understand is that people and we have an outside of so much but instability. and i see one of the, my simple things that you can be a different is consistent,

not so you means before and you need to kind of like to be met to and all that kind of stuff. but you do need to be consistently when he is a trustee on my, the for, and use a protection that he's going to that move in to the finance of space. but he's thinking about this is a payments that i think there's another call, well as a consumer, when we want to have it for us and secure with the most and with all my. and so therefore, i think the only day we're everyone suddenly jump humans last and using it to pay each other. when there's a marietta different other options available out there already. so that seems quite unlikely some it, and i've been saying it my, my suggestion would be if you're going to go about re brands, do excessively, do it kind of constructed bodies. think about how we outcomes. i think what am i on the problem is we bought the friends and stein product and market with different names and different places, designs that a minute ago. and that's just gonna run across the monthly the road is really hard to win it back. yeah, i want to come back to something that you were saying that a few moments ago about about the people that doing everything on, on,

on x and whether they trust that the brand will come back to that. but 1st, um, they like to use those actually campbell, the platform as cold as long as they can still use it much as they always have done . and i will, will they do things still engaged with the platform? if it does more than just micro blogging? i will say that's the thing that james's kind of him to not there is that a, this is kind of at the end of twitter as we know it possibly because this, this x, everything out even is going to be about micro blogging. and it does seem that he's going to try and build a super app. now i do think that that is misguided because the successful super apps that exist are in china where you have a, a tech wall guard. they don't have access to things like twitter or facebook or instagram or anything like that. so we check has been able to grow and expand in that environment in older uh, areas where perhaps have been successful. the tends to be in economies where people don't have as much access to bank of cans. there's like

a high level on binds people on a lot of these apps are tied to payments as soon as referred to on a micro payments. and that kind of thing, you need to have a hi fi level of trust for people to start doing their finances through your at that hasn't really been at the case with twitter under 8 on most that trust. and transparency has been out of high level. and at the, he's not going to be driving this in an environment like that. he's, he's be charging your, your us, and your, you markets with his services. and we tend to have high for the operation of people with bank accounts and older finance option. so it's just, it's hard for me to see a lot of pursuing he's, he will be able to unlock here where others haven't tried or having to lock those things in your opinion or us market. i don't have confidence that, you know most is the person to do the us. i do think he believes he can go on his journey to do that. i don't see twitter remaining the platform thought it was before his purchase of it and it will become something very different as he tries

these things and possibly fails at the. okay. and this is that, that, that a gap the threads will, will feel. and i do think that, yeah, you kind of mentioned that is this like a golden opportunity for max circle birds. again, the roofs nature of axis branding coming out today could be a symptom of playing catch up with the release of trends, which also seems to be capitalizing on a 5 bowman for twitter. when they introduce the rate limits on the, it seems to be the prize actually ok. it's really state because of that as well. so maybe there is in the background, that competitive nature between the 2 companies where they're rushing things just to compete with one another. and, well that's good for tries was, it's a huge reduction very, very quickly. is the fastest service ever to reach of 100000000 users and sign ups . but activity hasn't seemed to match the appetite. i think there was a huge influx of people securing their name on a major platform. it is an important thing to do to secure your handle, but not matched with the level of activity and engagement. so that's the challenge

that sucker burke has to overcome here. and if twitter keeps giving opportunities where it gets distracted with the purpose of the platform that most people use it for of tweeting and sending tweets. i'm not going to call them x's at then. zuckerberg has another moment to, to capitalize on a, maybe, or that in gauge my break. i was a, hey we all so hinting that the 8 on mosque is, is slightly bassi perhaps, but i mean, what if, what if this is what if this is jeannie is what if the x becomes a super successful super app or even a super successful super ap, of course, advertisers are going to pay to be on if that may be a long way down the road or, or is it's, but it's going to make money in the end. and we'll be sitting here when, when access is the platform that everybody is on thinking, wow, this man is amazing or so the assumption behind your question is in fact that people will change their habits fundamentally and stop their purchases

through other platforms, paypal etc. amazon. you know, these habits are really entrenched now. cove, it has helped us, hugely, in determining how we buy online. so if we're gonna change how we buy online, we need some good reasons. and unless we're incentivized to change those habits, we're not going to do that. so we're going to need to be educated, which costs a lot of money by x. if that's the brand name that sticks out as to why there is value in changing our habits. now, lots of governments, lots of platforms, lots of, uh, e commerce businesses have tried very hard to get us to change our consumer habits . uh, and they spend a lot of money trying to do so, and it hasn't worked. so we haven't really yet been given the reason to buy the

reason to switch. and that takes energy. you know, we generally, once we've made a decision, we generally want to stick with it as consumers. we probably go to the same supermarket, we've always gone to for decades. we probably still bank with the same bank. we've always banked with similarly for decades. so if we're really going to switch, we need a good reason. and so far, that promise or that reason hasn't been presented to us. now, maybe as you suggest, there's a big surprise coming and it's going to be so compelling that we're going to change the way we do things. but i'm not sure that must has the billions that it would take to get us to change those habits unless he's going to give away free money. if he's going to give away free money and say, come um by uh through us use our e. com channel. uh and we're gonna give you tons of rebates and

incentives so that it's worth your while. possibly it's not in this plan. is that how he tends to do things? has he done that with test law, for example? no. so why would he started here? so i'm not convinced that this is really the going to going to pay off for james, a super ap, like $1.00 that, that a mosque is envisioning would be mesa on steroids, wouldn't have as far as data gathering is concerned. i mean, what, what are the ethics here? how concerned do you think consumers will be about handling all of that data to an app and a company that, that doesn't exactly have the best of, of reputations. thanks to it's you own that right now? yeah, i think that's a massive challenge. i think there's also that challenge reading about it that kind of our trust and our interest in technology is generally decreasing. anyway, you know, there's the argument nice because you know,

social media with that kind of 15 years, maybe even a little bit more over 20 years into it now. and people have realized that there's as many negative outcomes as there are positive outcomes to people that were in about a 5000 my children. don't worry about the effects. it has on a democracy's up on politics upon, you know, and a lot of things in life. and so, i mean, we went through it period and i like to thousands where it was almost being very positively. i think you know, the 20 times so that that's about and i'm just wondering why do you think we really find ourselves. but even question of how they spend the time as much as how they spend the money. and so again, sort of that there was not, i mean the taste was process and we should be careful about who we give it to say. i don't know. so the average consumers as more worried about that. so as may be people's things say all, but i don't think that necessarily inclined to have full bearings in one box. this one company deliver everything to them. you know, i things to build on a line is point. i think the reason the super, as it was in the company that being boss on access to biasing or thinking cultural

have been and they've just managed to arizona. and so i swear asset allergies, commodities to these countries, the kind of a roadway have been added more or more. and the best people with eric. well, i think, you know, you can look at, man, i've had some great successes. instagram's, brittany has done very well for them, but it was that some of these things like, whenever ready to call, we're allowing people to be able to can, i think, you know, they try to go off the assignment what, what place that's never really kind of connected and so what they, what we find particularly in the us and maybe in europe as well as that, we think there's a limit to how much we want a company to really don't. and i are living in freezing times and i think, you know, develop that sounds nice. sounds great. where mega corporations do everything from kind of call to say, just for media. i think that's find that hard to believe of what happened. and it sounds like the us let's, let's put that point to lighting. we chatted. china is ubiquitous. most himself says that you know, people more or less live on the platform. there are of course,

others elsewhere that will be go grabbing southeast asia and face and 10th time in africa, rugby and lots in america. why hasn't the us and europe jumped onto a platform like the one that most kids envisioning before. now it's not that no one else has had the foundation before. now that's absolutely not the case, but you know, there are anti trust issues when it comes to monopolizing too many industries and birth schools and the u. s. and e u laws would be quite, that was probably not strict enough there, but i, they do attempts to try and control that. and then the, you know, we have the digital services are coming down the line. and that's specifically marketing at legislation for very large online platforms. looking quite at specifically apps, how do they control data across different services that may be shared data across different services. so that will actually create new hurdles for any company that has at the notion of trying to build a super app that focuses in europe. and does it in

a way that they maybe hope to replicate that. what happens in the southeast asian officer in china, and it is, i do think that those 2 brass are a symptom of the markets that they've launched in. and as james said, they have capitalized maybe on a moment that has possibly pass up this point for the us. and you markets the way people feel about conscious consumerism as thinking deeply about who they do business with what companies they do business with has really transformed the ability for any business to really take that kind of power and control over multiple services. it's just something i don't really see happening here. i think there's too much consciousness, too much regulation. it's something that i'd say, tons of companies with lights do because it's a huge market. amazon is probably the company that comes closest to even being somewhere in that model. in that it has a whole entertainment industry, a has a marketplace, but the marketplace stuff has been quite hired for social media platforms in the us and you to, to land on. i mean, that's one example of facebook marketplace tools exist. but anecdotally for,

from what i've been told from my experience is on it and it's not got a lot of trust in there. okay. honestly, i, so, you know, being on this issue of anti trust regulations. i mean, what will regulate, just have to say about a platform that does everything that companies like amazon meta youtube, luba and centex are already doing. yeah, well, uh, i think right lee, we want to protect consumers and get them choice. uh and if we keep them captive and make it very hard for them to exit once they've entered our ecosystem, then that is clearly problematic. you know, lawmakers certainly in the u. s. and e u to some degree, the u. k. are pretty concerned, not just what they, what do we, how do we be, you know, a break up these companies that are attending towards monopoly. it's also about

their monopoly on the data and how they exploit the data for commercial purposes, you know, surveillance, capitalism, a phrase only just coined a few years ago is very real. uh and you know, the reason these companies you could say are in business at all is because they make more money on analyzing and selling the insights from the data than they actually do from selling you any goods. and you know, musk is not uh, unaware of that he's very clear. i think that this is another revenue stream. and perhaps it will be the life blood of x. but so far it doesn't look like ex has the critical mass of users or advertisers to make that really payoff. so again, we're back to the what's the incentive? and once we have an incentive, if you are calling in hundreds of people,

then that's going to be scrutinized for sure. we're out of time manufacturing date, james greenfield lane, buck at allison, stood ellen for being with us. as always, thank you for watching. don't forget, you can see the program again at any time by going to the websites about a 0 dot com for further discussion. join us on our facebook page at facebook for dot com, forward slash h, a inside story. as you can join the conversational on twitter, so should we have se x, you could access that as a inside story from me. adrian said, i get on the whole team here by speaking with a see, the the

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