wrong with his circulation in the bay of bengal hearing creasing the child so pretty nasty rains up through under the desk and telling got it to us my roster. the history is for go that's all peril yet in spain. state imposed on these here was enshrined in law. diminishing the plight of countless victims of frank coast. 36, you had to take the shape with a group of survivor. it says launched an international law suit hoping to bring those accountable to justice and force the country to acknowledge its fascist, bossed. the silence of others. witness all now to sierra, the oil change with at 1st the rest of the other shift. now it's the brand with the websites but icon. it can wait for a simple x that isn't that simple and why the change, what's behind it on must move. and what 4 users make of is this is inside story,

the hello welcome to the program. i'm a tree instead of getting people 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, but a simple x will replace the eye clinic, bird logo, surprise 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 moderated 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 in just a few moments, but 1st

a report from cyber 5 that 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 his followers 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 powered by all its official intelligence pushing it close to to asians so called super 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, turmoil followed off the he fide half of the workforce since his takeover. the company is last hall of it's of the sizing revenue, or the changes i've included charging uses of previously free services, such as a 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 known survival platform called threads earlier this month. but you know, most across the nation with the less the x goes beyond his business benches. naming his son 2 years ago, x with a x becomes a mock of success. so notes, it will define most latest venture and will serve a happens. and most of self publicity is keeping him in the news sort of height for

inside story. the right, let's bring it out. 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 called cost for the tech sake, and also in london, allison's to an allen chief executive of international marketing partners which specializes in branding and marketing expertise. a warm welcome to your james. let's start with you. it almost as long envisioned a super app along the lines of china. as we chatted, we'll do everything from online banking to shopping and video messaging. present ceo linda. yeah. could you know, tweak it on sunday. the 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 assets, isn't that?

yeah, it certainly is. and i think it's a, you know, there's a lot of people that use it to the ones 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. uh, so uh, recent past, due to then 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, 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, and that's all i mean, and how can someone like hit on this at most underestimate to just a, i mean he's, he's a savvy business, but his name, you look at the space, thanks and tesla. how can you get it be getting it so wrong with twitter? well, i think there's a difference between products and brandon law say, i think that's one of the things that a lot of people in the tech industry might be underestimate. sometimes we, yeah, you can make a very competitive products, you know, there's no doubt the testers moves the well, that the, the full lips in pretty amazing way. but i mean, and i see the testament,

the quite brands that the monuments once we get in touch the faces you've got this process or a different it is kind of, it has, it was pulled competitions, it's delivered, you know, something that's very visible out of the controversy and with things any size just to the kind of great thing for it, but also what it's doing is making people nice it, i think because let me get you so far as offer well it needs to be, she needs brake teams. nice. produce honestly, really interested in product or on a saturday interested in a home as a, as a car. so in that, so i think any brand has to go on this journey 3 days or the adopters is not my smoking position. i think that's why you really brand them awesome to do a lot of the heavy lifting for you. and what do you make of the re brand and 8 on masks plan was for a super up. yeah, it's not a new concept from a lot most even before he noted the idea of buying twitter, he had a quote for this idea of a super ap x,

the everything app. you already have the name in mind. and he has talked to 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 around. but he himself is quite at 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. they buy an expense on a weekend and then some mail things are uh, moving at a fast pace of a long day. so what we're seeing today is the ex logo being rolled down on the platform as on the almost own page. the twitter account is now an ex logo, but it's still called twitter. and the buttons on the site still say trees. and that's something that's really strong in the twitter of rounding, 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 media, 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 of the fusion 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 known to kind of stick our goal. and whenever a brand takes over a venue, we'll 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 over that space as well. so changing 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 so 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 by god demand dissipating what you're going to say here but to what extent is that gonna spill over into it? other brands and impact things like tesla and i'm space x, and of course his own reputation as a business. yeah. well, what a really great question. i mean, of course he is a brand mr. musk, of course, we all know what he stands for. we think we do, whether it's 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 son 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, his a key yes. the other businesses, which is really quite a problem. you know, whenever you have a key person who has their input all 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 seat us all the time in for example, you know, using celebrities of some door thursday, then go rogue, they do crazy things like 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 what 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've asked 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 southern businesses too. 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 to this man, do you think we're witnessing the death death throes of toys, 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 of 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. uh, 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 mr. masks 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 monk a bug i've met, so it just stays off to it launched it's, it's twitter 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? and i can tell him to calm down on me in just a bit of a i think, you know, there's one thing being a kind of part of di and putting stuff out there and find stuff and you know, to, to build on the points because uh, like the way that he can be quite a guess responsive to this kind of stuff. but anyway, if he signs it means 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 the 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, i mean, how that started so much, but instead of it, it's a, actually one of the most simple things that you can be,

it's a brand is consistent. so you need to before and you need to kind of like to be mentioned on that same stuff. you do need to be consistently what needs a trustee on my, the for, and use a particular 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 where we want to have it for us and secure with the mold and with all my . and so therefore, i think the only day we're everyone certainly 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 unlike placement. and i would say my, my suggestion would be if you're gonna go about re brands, do excessively, do a ton 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 . so when it back, yeah, i want to come back to something that you were saying that a few moments ago about about a people that doing everything on, on,

on x and whether they trust that the brand will come back to that. but 1st i'd like to use this actually, campbell, the platform as cold as long as they can still use it much as they always have done . so i will, will they do things still engaged with the platform? if it does more than just micro blocking, i would 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 and older areas where perhaps have been successful. the tends to be in economies where people don't have as much access to bank accounts. there's

like a high level of 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 that high preparation of people with bank accounts unable to 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 that threads will, will feel. so 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 i 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 raised limit on that, 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 a 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 both people use it for of tweeting and sending tweets. i'm not going to call the nexus the, then zuckerberg has another moment to, to capitalize on a may be of that in gauge meant by allison. here we are 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, a successful super apple, or even a super successful super ap of course advertises are going to pay to be on if that may be a long way down the road or, or is it it's but it's going to make money in the end. and we'll be sitting here when, when x is, is the platform that everybody is on thinking. wow, this plan 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 going to 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 the just 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, if 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 master on steroids wouldn't. and 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? a company that doesn't exactly have the best of of reputations, things to which you will not right now. yeah, i think most of my zip challenge i think is always the 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, on, on a takes up on, you know, a lot of things in life. and 2nd. i mean, we went through a period of like 2 thousands where it was almost being very positively. i think you know, the 20 times so the bottom and the 20 twenty's, i 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 last, there was not, i mean the face was process and we should be careful about who we give it to say. i don't know. so the average consumers as worried about that. and so as may be people's things they are, 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 think to build on a land point. i think the reason the super asset was in the company that being fund access to biasing or thinking cultural have been and they've just managed to his

only. so i swear as to allergies motivated to these countries, the kind of a roadway have been added more and more. and the best people with eric. well, i think, you know, you can look at mass that they've got some great successes. instagram's a pretty important as done very well for them. but it was that some of these things like bullets we'll never really took all the way, allowing people to be able to can i think, you know, they try to go off the assignment. what with what place that's never really kind of connected. and so i think what we find particularly in the us and maybe here is what is that we think was a limit to how much we want a company to really don't. and i are living embracing at times, i think, you know, develop that sounds nice. sounds great. where kind of, mega corporations do everything from kind of the cultural spaces for media. i think to find out how to open the use of what's happening and it comes to mind us let's, let's put that point to lighting. we chatted. china is ubiquitous. most himself says that these are people more or less live on the platform. there are, of course,

all those elsewhere the world. we go grabbing southeast asia and face on 10 time in africa wrapped in latin america. why hasn't the us and europe jumped onto a platform like the one the most, cuz 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 attempt to try and control that. and then the you now we have the digital services are coming down the line and the specifically marketing area legislation for very large online platforms. looking quite at specifically apps kind of a control data across different services or maybe share 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 opt out folks and 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, as james said, they have capitalized maybe on a moment that has possibly passed at this point for the us and e, u markets, the way people feel about conscious consumerism. i'm thinking deeply about who they do business with why 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 would like to do because it's a huge market. amazon is probably the company that comes closest 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 facebook marketplace tools exist, but anecdotally for,

from what i am told from my experience is on it. and it's not got a lot of trust in there. okay. obviously, 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 meant to youtube. upa, an syntex 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 us and e u to some degree the u. k. are pretty concerned, not just with the, 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 in a musket is not aware 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 x has the critical maps 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, airline book at alison 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 website. i'll just do a dot com for further discussion. join us on facebook page at facebook dot com forward slash h a inside story. as you can join the conversational on twitter or should we perhaps i 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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